Once, every brand had a unique selling proposition. The USP was the brand’s supposed competitive advantage.
NEW THINKING
NEW THINKING
Once, every brand had a unique selling proposition. The USP was the brand’s supposed competitive advantage.
The Boston Matrix, also known as the Growth-Share Matrix, made famous by Boston Consulting Group helps you understand the market opportunity, appropriate investment level and messaging style.
A great way to gain perspective on the market is to conduct a STEEP analysis (also known as PEST and several other variations).
Michael Porter mapped out a simple, but powerful model for deeper understanding of the marketplace in 1979.
Curiously, many people find their way to advertising agencies or in-house marketing departments at major brands without being educated or trained in the basics of marketing.