The theory books describe a Unique Selling Proposition (USP) as something that sets you apart from the competition.
It doesn’t necessarily have to be something more, something better, or even something immediately adding a benefit. But it provides you with a unique identity, allowing people to say “Yes, it’s the one with…”
Occasionally browsing the supermarket shelves for a bottle of wine, I get confused by the sheer diversity and choice. Ok, I’m no wine connoisseur, but it’s interesting how quickly I get lost. Until, that is, I see an old friend – a bottle I instantly recognise the moment I see the bottle.
Source: company website screenshot
Well, according to the books, this product fulfils the criteria for shouting out, louder than the competition. Not sure why, but that strange shape – that adds nothing to the wine itself, does nothing for the consumer, but is unlike anything on the market – gives the onlooker a reason to say “it’s the one with the…”