USP 2.0 is the secret of beloved brands. What, in the name of plants, is that?
You might be aware of USP i.e. Unique Selling Proposition. Beloved brands do not rely on USP alone. They work with USP + USP 2.0.
As explained in ET Brand Equity, “USP 2.0 is Universal Sore Point. It is a pain point that majority of your TG feels. A Universal Sore Point is at once relatable yet bothersome. When identified correctly, most of your TG will think “This sore point is exactly what I am struggling with.”– Jinal Shah, The Vegan Marketer.
Why do vegan brands need USP 2.0?
Identifying and tapping into Universal Sore Point is specially critical for vegan brands because you are trying to attract as many mainstream consumers as possible. For growth, you would need to expand your TG beyond only vegans and plant forward people to also include non-vegans, flexitarians, vegetarians, etc.
And you’d be able to do that only if you figured out a sore or pain point that is common across customer segments i.e. universally relatable and felt.
That is why, you would find a lot of value in this article “The secret to becoming a beloved brand” by me published in ET Brand Equity.
Question to think about: 💡
What can you do to solve the Universal Sore Point i.e. USP 2.0 through each of the 6Ps of marketing?
Should you want to talk, I am just an email away. You know that, right?