Regular readers of Branding Strategy Insider know we welcome and answer marketing questions of all types. Today, Lisa, a Marketer in New York City, New York asks…
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Dr. Derrick Daye, Author at Branding Strategy Insider - Page 45 of 106
Author Ursula Le Guin wrote that “legends of prediction are common throughout the whole Household of Man. Gods speak, spirits speak, computers speak.” What Ms. Le Guin left out were consumers. Consumers speak too. Volumes if you know how to read them.
Every marketer should know Rosser Reeves. He was a highly successful advertising executive and the originator of the Unique Selling Proposition (also known as the Unique Selling Point or USP). In his 1961 best-seller Reality In Advertising, Rosser defined his industry-changing concept in three parts:
As a marketer striving to build a winning brand in a sea of competition, your chances for success are greatly increased if: