A heroic effort to find a USP

A heroic effort to find a USP

In recent posts I’ve been arguing that the concept of the USP is past its sell by date – because finding anything that’s truly unique about your offering is mighty tough these days. However, after a hard day’s blogging, I went to the seaside for a breath of fresh air...
The IKEA brand experience – temporarily oversold?

The IKEA brand experience – temporarily oversold?

The other night I watched a TV commercial for IKEA.  A couple in a home (presumably) furnished by IKEA have an energetic pillow fight before leaping on top of each other in bed.  The title at the end of this romp reads EVERYTHING YOU NEED TO GO HAPPY TO BED, followed...