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Unformatted text preview: USP in the tagline o 1. EnterpriseWell pick you up o 2. Olive Garden When youre here youre family o 3. Nationwide $100 off your deductible for every year of no accidents o 4. USPS If it fits it ships o 5. Wal-Mart Save money. Live better o 6. IBM Lets build a smarter planet o 7. Home Depot More saving. More doing Rules of USP o 1. Must make a definite proposition Ex: $100 off every year for no accidents o 2. It must be unique. o 3. The proposition must sell. Must be a characteristic that is important in the category (convenience, taste, price, etc.) USP almost never wears out o Repetition!!! Ex: It melts in your mouth, not in your hand Principle #7: Consistency Theres a desire to change early from the advertisers POV Motel 6 Bernbachs Principles: Think different, simplicity, specificity, Dont lose childhood enthusiasm....
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- Spring '07