Value propositions: USPs, CVPs and EVPs

Value propositions are statements that capture what makes a product, service, brand, or experience different and desirable in the minds of its intended audience.

Something profound happened to marketing in the 1940s.

Previously, businesses had largely taken for granted that if a product could be made and sold at a reasonable price, then it would find a market. The primary task of the marketer was consequently to find that market and to sell, sell, sell.