Remember the USP? (Unique selling proposition)

Abstract

Discloses that the concept of the unique selling proposition (USP), as defined, means every advertisement has to propose a specific benefit to the consumer, that competition could not or did not offer. Warns it is much more difficult nowadays than 40 years ago to maintain a product difference or benefit. Looks at differentiators — some that don’t work and some that do. Examines the four steps to differentiation stating differentiating ideas must be simple, visible and delivered again and again.

Citation

Kippenberger, T. (2000), "Remember the USP? (Unique selling proposition)", The Antidote, Vol. 5 No. 6, pp. 6-8. https://doi.org/10.1108/EUM0000000006861