Advertising – finding the difference 

Lucky Strike brand was introduced in 1871 by the company R.A. Patterson in the USA as chewing tobacco. The founder of Luckies was inspired by the era’s rush for gold searching. Only some of the gold diggers (about four out of 1000) were fortunate enough to find gold and this was often referred to as a lucky strike. By choosing this expression as the product’s name, it meant consumers who were choosing the brand were lucky, as they were choosing a top-quality blend. Lucky Strike was a brand of chewing tobacco, and by the early 1900s, it had evolved into a cigarette. In 1917, the brand started using the slogan, “It’s Toasted”, to inform consumers about the manufacturing method in which the tobacco is toasted rather than sun-dried, a process touted as making the cigarettes taste delicious.

This was featured in the first season of Mad Men when Don Draper had a creative breakthrough. He realized that all the cigarette manufactures were suddenly faced with the same dilemma – not being able  to make any health claims. He discovered that Lucky Strikes were cured, cut and toasted and used this as a way to differentiate the product from the competitors.

That is the essence of advertising.

What does your product or service offer that no one else does?

The unique selling proposition (USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. The term was developed by television advertising pioneer Rosser Reeves of Ted Bates & Company. Theodore Levitt, a professor at Harvard Business School, suggested that, “Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.” The term has been used to describe one’s “personal brand” in the marketplace. 

Some great examples of USP’s are . . .

Avis – We’re number two.  We try harder.

FedEx – when it absolutely positively has to be there overnight

M and M – the milk chocolate melts in your mouth, not in your hand

What’s your USP?

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