English chocolate slogan

Forever USP(USP: unique sales proposition)

In the 1930s, mergers and acquisitions. M&, the founder of M's, found inspiration from Spanish soldiers, and then took the lead in launching sugar-coated chocolates in the United States, and the sales of M & ampm increased greatly; 1954, Roth Reeves created M & amp； M's unique sales proposition (USP)- "only in the mouth, not in the hand" has become a classic case of USP theory for half a century.

Just as there are too many sugar-coated chocolates, the homogenization trend of products is increasing, and it is difficult to find a unique selling point and positioning for products, and USP theory is challenged. However, USP still has a magnet attraction to many marketers and advertisers, and even the word "selling point" has become a buzzword for many non-professionals. Although accurate USP (selling point) is very few, once it is found, the product promotion strategy will come naturally.

USP theory will not be as indelible as the years, and the inherent USP of products will inevitably be threatened and weakened in the increasingly fierce market competition. Sometimes "persistence" is largely an adventure.

Success is USP, failure is USP. Just as Volvo has been working hard on safety and is called the safest car in the world, it was acquired by Ford because it lost the market. Facing the changeable market, it is very risky to stick to the only selling point. In order to survive, we must develop new marketing strategies and develop new USP. So how to choose between new love and old love? More attention is paid to the new strategy, and at the same time, the original USP is placed on a "psychological career", which is integrated into the brand connotation with a sense of history and becomes a recognition symbol of the brand, because the brand is long-lasting. Obviously, "only in the mouth, not in the hand" is always M & amp； Brand interpretation of m.

With today's mergers and acquisitions; M no longer overemphasizes "only in the mouth, not in the hand". Haier's "Sincerity Forever" and Nongfu Spring's "Nongfu Spring is a little sweet" all transform the original USP into brand recognition. In a short period of four or five years, Nongfu Spring, which has been constantly exploring new strategies, has rapidly established its brand awareness and market position through the strategic evolution from "a little sweetness" in 1998 to "healthy water" and even the "penny" activity in support of the Olympic Games. Constantly exploring the timely new USP and not letting go of the original USP seems to be the way for brand life to survive forever.