Unique Selling Point (USP): In traditional marketing speak, that's what sets you apart from your competition. In some ways, it's very useful. Imagine if you own one of the only two Chinese restaurants in town. You might choose to focus on how yours is, "cleaner." Or has, "better food." That would make perfect sense. As…Read more
What is Your Brand?
Brand: That's you. That's your company, as a person. In a marketing communication, the brand is the speaker, and that contributes powerfully to the meaning of the message. If your mom asks you for a quarter, you give it to her. If a police officer asks for your license and registration, you do it without…Read more
The Story of You
You've probably heard marketing terms being tossed around. Brand, USP, insight, resonance, takeaway, etc. I was trying to sum this up for a client the other day and struck on something I kind of like, which is as follows: In the beginning, there was story. The primitive man told stories around the campfire. You tell…Read more