How to avoid self- satisfaction?

[sabarina38]

First of all, we need to distinguish the relationship between differentiation, profit points, and selling points. The three are a logical closed loop that progresses layer by layer. The core is to get through from the difference point to the profit point. The unique point of difference comes from consumers ' recognition of category characteristics (i.e. brand positioning), and the point of interest is the functional value, experience value, and emotional value brought about on this basis. That is, the point of difference comes from consumers' recognition of category characteristics, and the point of interest is the function, value, and experience satisfaction brought about by the recognition of category characteristics.


This is why we emphasize that you should not easily rely on USP (unique selling point) without clarifying the relationship between the difference points and the benefit points - it is easy to go astray. The essence of differentiation is to occupy the primary characteristics of the category Benefits are just an extension of characteristics, and USP is a japan whatsapp number data tool for dramatic expression. Brand No. 1 : How to use USP and write advertising slogans 2. Distinguish between differences and benefits The point of difference is what makes you different from others , and it is the real distinction between you and your competitors, while the point of benefit is the benefit you bring to consumers because of your point of difference.



When the two are not consistent, if you ask consumers, you will find that consumers' perception of the brand often focuses on the differences rather than the benefits. That is - different is better than better. What features to choose What kind of difference does it occupy ? What kind of interests are being spread? Use USP to write drama Especially in the early stage of the category (early stage of the market), consumers have category awareness but brand awareness is relatively low. This stage is a typical case of communication winning over no communication, USP winning over brand image, and of course.