Comments on: Branding with a USP is Short-Sighted

By: Martin Jelsema

Martin Jelsema — Mon, 07 Mar 2011 21:13:47 +0000

Well, Anand, at least you see a difference between a positioning statement and a USP. A lot of people get them mixed up and that’s primarily what I addressed above. Thanks for your comment.

By: Anand

Anand — Sat, 19 Feb 2011 06:25:26 +0000

I think that you have got it wrong there. There is almost no difference between a USP and a Positioning Statement. Both of them make a differentiation of your product: the first one just tells how is your product difference from your competitor’s one and in the second one, it is the customer’s perception of the product w.r.t the competition. Both of them at the end affect the perception about the product on the customer’s mind.
If you are citing this failure case as example, see how many successful companies are there after framing a USP. One of the best example can be FedEx. It’s USP reads “When it absolutely, positively has to be there overnight”

By: Satyam

Satyam — Sun, 19 Sep 2010 19:50:27 +0000

A nice piece of advice for a novice! Interesting read though…