Ever since we can remember, marketing has focused on the USP, the unique selling proposition, and the product’s/service’s features and benefits. This is a traditional theory and applies to a rational, analytical view of value. In an oversupplied market with more, and often conflicting information, rational decision making becomes a myth.
Instead, start paying attention to what people do (which is the best indication of how they feel), not so much to what they say.
The more choices there are and the more complex life becomes, the more people make decisions that “feel” right to them, and not on an objective truth.
So, how is your brand performing in the economy of feelings?
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