Creating a brand is all about tapping into human psychology — adding an intangible desire (and a higher price) to what is often a good product, but objectively not very different from a dozen similar choices.

Early marketing thinking theorized that the best way to stand out as a brand was to develop a product and positioning that was differentiated from all competitors by a ‘Unique Selling Point’ (USP). This would rationally persuade consumers of its unique benefits, and pave the way for mass adoption, brand leadership and an assured future based on high levels of loyalty. Read more