
[Esta é uma das melhores definições que ouvi até agora, sobre o poder que as marcas têm em nós - cortesia do Sr. Rosser Reeves, autor da famosa USP - Unique Selling Proposition]
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E por falar na velhinha USP e nos atributos diferenciadores das marcas (que são cada vez menores):
"What is the USP for Coke or Pepsi? Their advertising has become their USP."
- Bob Barrie, Fallon Minneapolis
"I don't believe you sell anyone anything; instead you make them want to buy. Most of the time there isn't a USP, so giving brands a personality is extremelly importante now."
- Ron Mather, Grey Advertising
"I don't think you need to offer a rational benefit. I think you need to offer a benefit a rational person can understand."
- Gary Goldsmith, Lowe Worldwide
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