20% market share enjoyed by bunnings   The first thing I ask a new client is, “Why should I buy your product or brand ahead of that of your competitor?” If the response is better service, better quality, or better anything else – I know I have my work cut out for me. What is good […]

20% market share enjoyed by bunnings   The first thing I ask a new client is, “Why should I buy your product or brand ahead of that of your competitor?” If the response is better service, better quality, or better anything else – I know I have my work cut out for me. What is good service? What is quality? Assuming you have more of either, where is the proof that you are any better than your competitors? How does your target audience see enough substance in your claims to believe you and engage with the brand? I laugh when advertising agencies prattle on about the USP or ‘unique selling proposition’. While the concept of a USP is very sound, indeed, few agencies actually work with their clients to define a tangible USP. To test this – all you have to do is look at the advertisements they produce and ask yourself…