Value propositions: USPs, CVPs and EVPs

Nick Liddell

Value propositions are statements that capture what makes a product, service, brand, or experience different and desirable in the minds of its intended audience.

Something profound happened to marketing in the 1940s.

Previously, businesses had largely taken for granted that if a product could be made and sold at a reasonable price, then it would find a market. The primary task of the marketer was consequently to find that market and to sell, sell, sell.

But the mid-1940s witnessed the emergence of a new philosophy: a growing consciousness that economic activity is fundamentally about the (profitable) fulfilment of human wants. In practical terms, this meant that businesses became interested in understanding whether their products adequately met the desires of the consumers they were made...

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