by Susan Nettles | Brand Strategy
First, let’s get the semantics out of the way. When we say unique value proposition (UVP), it’s the same as what some refer to as the unique selling proposition (USP) or a unique selling point. In case you didn’t pick up on the similarities, uniqueness is the name of...
by Beverly Murray | Brand Strategy
If you haven’t read Susan Nettle’s blog on the importance of developing your brand’s unique value proposition (UVP), you should start there. I’m going to build on her UVP foundation and talk about how that guides Brand Direction, which is the phase when we concept...
by Beverly Murray | Culture
Brett* and I have been concepting on how to revolutionize the blogging world. We considered concepting blog topics back and forth via the Comment section of an unpopulated blog. It turned out to be a bit unwieldy and a bit hacky. Then we had our “duh” moment....
