USP the great branding aconym is long dead and gone. In today's world of parity , what differentiates a brand is how uniquely it engages its target.today a brand which offers unique unforgettable experience to its customer will make the customer to come and ask for the same brand at the sales counter. this is what I call UEP: Unique engaging Proposition.
this is how nike invites its target to test run its shoes
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