The next evolution of brands: From USP to something much deeper

As a marketing agency guy, I give a fair amount of presentations; including the often-asked-for-yet-also-somehow-dreaded capabilities presentation for our firm. A big part of that dog-and-pony show, and something potential clients often ask for, is our take on branding and marketing right now. That’s not…

The single most important decision in your marketing

The best marketers I know (on the client or agency side) all have a particular, and very important, characteristic in common: When taking on a new project, they’re always focused, even maniacally, on their audience. In briefings or in meetings, the first question they have…

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…