September 2006
Intermediate to advanced
192 pages
2h 37m
English
Content preview from ZAG: The Number-One Strategy of High-Performance BrandsBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Rosser Reeves Got One Out of Three
For many years Rosser Reeves worked at the Ted Bates agency, and in 1961 he wrote a book called REALITY IN ADVERTISING. In it he urged advertisers to focus all their communications on a Unique Selling Proposition, or USP, asserting that “the customer tends to remember just one thing from an advertisement—one strong claim, or one strong concept.” While USP was a powerful idea in 1961, the only part of his phrase that seems powerful today is the “unique” part.
Customers today don’t like to be sold—they like to buy, and they tend to buy in tribes. Better advice for companies is to focus their communications not on a USP but on a UBT—a Unique Buying Tribe—that has a natural affinity for the company’s products or ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.