The unique selling proposition (a.k.a. unique selling point, or USP) is a marketing concept that was first proposed as a theory to understand 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. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.
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Famous quotes containing the words unique, selling and/or proposition:
“The unique random blend
Of families and fashions, there
At last begin to loosen.”
—Philip Larkin (1922–1986)
“Then he entered the temple and began to drive out those who were selling things there; and he said, “It is written, My house shall be a house of prayer’; but you have made it a den of robbers.””
—Bible: New Testament, Luke 19:45,46.
“A true proposition is a proposition belief which would never lead to such disappointment so long as the proposition is not understood otherwise than it was intended.”
—Charles Sanders Peirce (1839–1914)