DOES THE USP MATTER? DO WE NEED TO BE UNIQUE?

by Jason Miletsky
Just read an article that the USP is dead. Seems to me that all they did was change the acronym.
But it still begs the question: do brands need to have a USP (Unique Selling Proposition)?  Do they matter?
Yes, but let’s be clear about the what it means to be “unique” and determine how [...]