January 2016

USP1The Unique Selling Proposition was the golden rule of advertising for decades, and no matter how much lip service is given to the value proposition and other strategies, the mindset of the USP is still there. It’s time to lay it to rest.
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I took a quick, very unscientific survey recently. It was a one question survey: When you think of Walmart, do you think of innovation? 100% of the answers were the sameā€¦ “no”. Walmart is just a big ol’ store with lots of stuff at low prices. No innovation, right? Think again.

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