As marketers, we always talk about the unique selling proposition. What benefits and features make my product so unique that it stands out in the marketplace?
However, the market has become saturated. Today, the USP has become almost meaningless.
How many products out there have the same features? Let’s take for example, shoes. From Nike, to Puma, to Adidas. All these shoes can make you jump higher… accelerate your athletic abilities…but what’s the big deal? How different can a shoelace be? Is there really a unique feature? That’s the first thing I learned when I joined advertising - that the USP is dead.
We’re in a new capitalist era in which we are bombarded with new products and new businesses exploding everyday in a sea of competitors. The key here is to highlight and amplify the differences between products in the same niche.
What are the alternatives to a dying USP?
