Industrial Revolution
• During this time, packaging was simply stamped with a company name or a serial number– Indicated the origin of the product, not much
more– As competition increased, brands began to take on
a new appearance
50’s
• Unique Selling Proposition (USP)– Each advertisement must say to each reader: "Buy
this product, and you will get this specific benefit.“– The proposition must be one that the competition
either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
– The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product...!
60’s
• ESP (Emotional Selling Proposition) • Similar brands perceived as different because
of an “emotional attachment”• These brands differentiate themselves from
each other according to feelings and values they promote in consumers
• Consumers tend to drink/consume the label
90’s
• BSP (Brand Selling Proposition)• The brand is stronger than the physical
product• Buy the product because of what the brand
says/stands for
2000’s
• MSP(Me Selling Proposition)• This is a generation that believes it's all about
them• Consumers taking ownership of the brands
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