Beyond a USP: The Secrets to Competitive Advantage
The concept of competitive advantage has evolved over the past 60 years. Some companies have attempted to apply advertising pioneer Rosser Reeves’ concept of the unique selling proposition (USP) as a way to maintain competitive advantage in their markets. Reeves’ brilliant conception of the USP was simple: “Buy this product, get this specific benefit.” It remains a powerful technique for marketing individual products. However, when applied to an entire company, it has an inherent weakness.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
