Apophenia is the experience of seeing meaningful patterns or connections in random or meaningless data
“The Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands.”
Me and Sam D. were talking the other day about how the USP is potentially a weakened force as we as people have changed and similarly brands have changed too. We want different things at different times. And we want multiple different relationships sometimes with the same things.
So, is it about time to give up on the USP and instead embrace the MSP (a.k.a. Multiple Selling Point)? Not the Manic Street Preachers for those expecting a treatise on Motorcycle Emptiness. Could this be a way of helping different brand ideas travel across different groups. It does mean brands need to become more interesting and less 1 dimensional (how many dimensions can brands stretch to - 3 dimensions are so 2010…) but that’s a good thing right?