Am I lost, or do most major brands not have a USP anymore?

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That’s correct. Very few products are truly differentiated. And if they are, it’s usually not for long because the competition will fast follow. So it doesn’t make sense to build a brand on a USP. That’s why it’s important we make brands “distinct” in consumers’ minds. Read How Brands Grow (as kind of mentioned above) … or, someone made a slide share of it years ago, which still may be online, so you can get a good grasp of the book in less than 10 mins.

likehelpful

Thanks, that was a very interesting read.

https://www.slideshare.net/slideshow/how-brands-grow-a-summary-of-byron-sharps-book/36696462

likehelpful

USP has for the most part been debunked. Read the research coming out of Ehrenberg-Bass Institute. If you can find a truly differentiated position it’s great, but it’s incredibly difficult to maintain.

likehelpful

@VP1 easier to ask ChatGPT honestly. It’s not super complex but like most things in this business, people have made it more complicated than it needs to be.

What’s a USP

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It’s the delivery service with the guys with the brown trucks

I’m f brands had USP’s they wouldn’t need advertising—just lite marketing 🤷🏻‍♀️

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do most major brands even “sell” or do we just buy?

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Brands with true USPs don’t need us.

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Also correct. See Tesla for a long time…

Lol

When did they?

We have to come up with a new one for them every quarter, it seems.

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