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Once your Blue Ocean Strategy works, sooner or later someone will copy or even improve your already successful model, and your ocean will become red again. The critical question is: what can be done which is immune from imitations? Apparently the principle is simple. Introducing the Unfair Advantage. The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide. A value which becomes the major motivation for consumers to desire the product. USP's were developed in the late 1950's/early 1960's by Rosser Reeves. Over the decades, they have been shown to be a highly effective means for advertising. This has held true for giant corporations and even small businesses and service professionals. Well, in this article, I'd like to get you familiar with the concept of a USP. What's that, you ask? Well, a USP is a Unique Selling Proposition. You may have heard it expressed before as a unique buying advantage, unique value proposition or any other number of ways 1 | ||
