Hugh McLeod skriver om reklamens framtid:
istället för USP menar han att branschen hellre ska titta på – BIW.
In the old days, the three most important words in advertising were “Unique Selling Proposition”. To me, the three most important words are “By Interacting With…”
- By interacting with Gerber, she becomes a better-informed mom.
- By interacting with The Wall Street Journal, she becomes more tuned into the world of capitalism.
- By interacting with Apple, she brings her entrepreneurial dreams closer to reality.
- By interacting with McDonald’s, her busy schedule is made slightly easier by avoiding a lot of fuss over lunch.
- By interacting with Ralston Purina, she becomes more attached to her canine friend.
- By interacting with your brand, she becomes…?
A good brand is a two-way conversation.