Response to Death of the USP?

Dave Gifford

Dave ‘Giff’ Gifford

My long time mentor and great friend Dave ‘Giff’ Gifford emailed me directly following my last post about USP’s and their possible precarious hold on their previous importance in marketing.

Below is the response. Its so good, and such a powerful argument, you need to see it here, rather than as a comment! 

By David Gifford 

Most positioning statements I have created for 257 different categories of companies, products, brands, stores, causes, etc. (see attachment) can be categorized, generally, under BEST, BIGGEST, PRICESERVICE, SELECTION, TRUST, VALUE and VARIETY. 

But Branding can be further identified and refined by a given client or prospect’s competitive advantage beyond PRICE (“luxury” or “cheap” or “rare”). For example, the determinate for the purchase of a mobile phone may be singular or for multiple benefits: Convenience; Craftsmanship/Quality; Exclusivity; Fashion/Style/LifeStyle Segmentation; Innovation/Uniqueness/Utility; New or New & Improved; Satisfaction/Guarantees; Trendiness. Or the final determinant for purchase could come down simply to Location (decided coverage advantage)!

•  Atmosphere (deciding preference of one restaurant or pub over another)

•  Avant’ guarde

•  Comfort

•  Convenience

•  Craftsmanship

•  Different

•  Entertainment

•  Excitement

•  Exclusivity

•  Expertise

•  Fashion

•  Fun

•  Guarantees

•  Heritage

•  Image

•  Innovation

•  Lifestyle

•  Location

•  Market Leader

•  Multiple Benefits

•  New

•  Promotions

•  Quality

•  Reputation

•  Sales Events

•  Satisfaction

•  Seasonal

•  Sex Appeal

•  Style

•  Traditional

•  Trendy-Hip-Hot-IN

•  Uniqueness

•  Utility

The Ultimate UK Brand Ownership USP:  Beans Means —–.

USP’s will never die!

2 replies
  1. saleswestwales
    saleswestwales says:

    Hi Tony,
    I agree that USPs will never die as long as they are unique. If your offer in “me too” then differentiating yourself is always difficult.
    In the days when Xerox dominated the copier market the sales force used the SCOTSMAN qualification process. The O stands for “Only me”. Find the “Only me” in any sales situation and you should be in a good position to win.
    Richard

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