The #2's

Important Takeways:

Unique Value Proposition: is the unique belief that we want both employees and prospects to associate with the brand, beyond its functional purpose. (Story’s Theme)

• Explains the “why” behind the brand, beyond its profit motive

Unique Selling Proposition: based on an important benefit, alternatively and riskier it could be based on a feature that clearly implies a benefit.

 USPs are told by the seller, UVPs are told through the selling because everything the brand does and how it performs demonstrates what the UVP is.

Consumer Pathway with the Consumer Decision Journey: 

The Consumer Pathway is similar to the CDJ in includes consumer awareness, active consideration, and purchase.

•  It also includes:
• Involvement: Increase emotional engagement before purchase (Should I try a different brand?)
• Consumption: Improve the user experience (This product feels so nice and works so well)
• Relationship building: Make a customer feel special to improve per capita value (This product is way better than I thought it was going to be)

I AM STATEMENTS:

•  The most important thing to keep in mind is that the prospect’s and the brand’s statements should complement each other. Once complemented, the two I AM statements that you’ve written should provide proof that such a strong relationship has every reason to exist. 

OREO I AM STATEMENT:

I AM a sandwich cookie to satisfy a sweet tooth.

I AM a delicious snack for parents to reward their children with.

I AM the cookie that makes children want to drink their milk.

I AM a convenient snack for kids on the go or a parents’ guilty pleasure.

I AM the leading choice of sandwich cookies for young adults ages 18-29.

I AM not an ordinary sandwich cookie; I come in different colors and flavors.

I AM a cookie that brings out the youth in everyone.

I AM a cookie that helps consumers enjoy themselves through fun and taste.

I AM a cookie that brings happiness to all families.

I AM not just a cookie, I am THE COOKIE