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UEP is the New UPS

Expert Tony Chapman shares five ways for marketers to win over consumers by building a "unique emotional proposition."

The days of establishing and defending your Unique Selling Proposition (USP) are coming to an end. Categories are crowded and complex, and while brands believe slight nuances look significant on a competitive map, to the consumer, their differences can sometimes drift together in a sea of sameness that’s being pounded by a relentless storm of messages...

To read the full article visit Strategy Magazine.


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