Has the USP become obsolete?

Until recently, we all learned the same thing. It didn’t matter if you cut your teeth in an advertising agency, if you were a marketer earning your MBA at night, or if you were one of those salty, hardened product managers in the business for…

Has right-brained thinking hijacked the USP?

It’s been a dominant force in marketing plans, product development and agency briefs since the 1940s… the ubiquitous USP. A brand or product’s “USP” is its unique selling proposition or unique selling point. That’s a fancy, MBA-way of telling potential customers what’s different about you…