Does Every Brand Have To Have A Unique Selling Proposition?
POINT: Paul Williams
A unique sellin' proposition or unique sellin' point, or USP can be described as “what ye would advertise that would make customers switch brands.” You’ll also see or hear POD – point o' difference, and UPB – unique perceived benefit.
Nay matter what ye call it, it is th' label fer what makes ye different. That which makes yer product, service, process, company… more buyable. Walk the plank! The special somethin' yer competition doesn’t or can’t offer.
If ye don’t have a unique sellin' proposition, yer products are probably perceived as interchangeable with someone else’s. Bein' interchangeable with too many competitors and ye’ve got a commodity.
If ye want consumers who have a preference… and a preference because there is somethin' different or better about yer products and services, then yes… ye should and will be featurin' yer unique sellin' proposition.
COUNTERPOINT: John Moore
Who wants t' sell a common, ordinary, everyday, me-too product? More important, who wants t' buy one?
The retail world is chock-full with all too similar goods and services in every category imaginable. How many people will actually go out o' their way t' buy what ye’re sellin' if what ye’re sellin' is nearly identical t' everythin' else on th' market?
Every brand doesn’t have t' have a unique sellin' proposition. A brand can exist in th' abyss o' mediocrity.
However, if a brand is t' be financially successful, it must have a unique sellin' proposition, a point o' difference, competitive advantage, or whatever ye want t' call it.
Legendary ceo Jack Welch definitively answered this question by once sayin', “If ye don’t have a competitive advantage, don’t compete.”
Right on Jack, right on.