In the 1960s, television advertising pioneer Rosser Reeves invented the term ‘unique selling proposition’ (USP). It refers to the unique benefit a brand uses to help it stand out from its competitors, and it has become one of the most well-known terms in marketing.
The USP, along with other dominant terms such as differentiation, reasons to buy, propositions and positioning make up what DDB’s Leif Stromnes dubs the ‘rational persuasion model’.
During his talk at Mumbrella’s MSIX conference, Stromnes explained how the rational persuasion model has become one of the dominant theories about how advertising works. Marketers use terms like...