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!
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, PRICE, SERVICE, 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
• Market Leader
• Multiple Benefits
• Sales Events
• Sex Appeal
The Ultimate UK Brand Ownership USP: Beans Means —–.
USP’s will never die!