Marketers want to ensure their brands are close to consumers – that their brand connects with them. But often they fail miserably. Instead, too many marketers continue to focus on what they want to say about the brand through the development of 'USPs' and segmentation approaches. As a result, their messaging fails to reflect what consumers want to experience or feel because they have leveraged a brand-centric approach.
 
But there are several examples, going as far back as twenty or thirty years, demonstrating that greatness comes from consumer-centric approaches. Learn more about how to evolve beyond the USP by reading our latest Point of View.