One marketing exercise for brands and companies is to explore their Unique Selling Points.
But in today’s world it’s becoming increasingly harder to find one truly unique differentiator.
Speed is no longer a trademarkable aspect with AI.
As soon as the latest food craze delights the masses, hundreds of options flood the market.
Looking at you Kombucha!
You could argue what separates McDonald’s from Burger King, Bunsen, Eddie Rockets, and In and Out is that it’s been advertising for longer.
Oatly’s USP is it’s brand humour, which is nothing to do with how good the drink is.
But that’s a product sold to consumers.
They’re allowed to be more humourous.
What about a business trying to sell to other businesses?
They can’t risk humour, they have to be taken seriously.
Buyers need to verify their spending their budget well and that means getting into features, which brings us back to me too comparisons.
Thomas Duggan 