Category Archives: Storytelling

Story based marketing, narratology


Would you buy your company’s shares?

The concept of Unique Selling Proposition — USP — first appeared in the 1940s. In 1961 Rosser Reeves, the man who coined this term, described it in his book Reality in Advertising, defining it as “buy this product to get this specific benefit”. In the second half of twentieth century such advertising style worked great. Today, unfortunately, it does not.

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