Reeves established 3 simple rules for an effective USP:
A clear promise. Every campaign should offer a specific benefit to the consumer – something tangible, not just empty words or a brand name.
A unique promise. The promise must be something that the competition does not offer, a unique country email list of the product or candidate.
A strong, mass-appealing promise. The promise must be powerful enough to attract and convince broad groups.
Modern examples: Trump and Harris
Trump’s “Make America Great Again”
Trump’s slogan ” Make America Great Again ” (which he borrowed from fellow Republican Ronald Reagan ) perfectly illustrates the first and second rules of Reeves’ approach: a specific promise that evokes unique emotions. Where many political slogans are vague, this one is antarctica business directory and direct. It appeals to patriotism and evokes a sense of shared mission to fix something.
Harris and justice
Kamala Harris’ approach revolves around fairness and inclusivity . It’s no wonder, given that adaptive marketing as a key to sustainable development in b2b was a longtime prosecutor. Her message focuses on equality and a fair future for all . Like Trump, she follows the rules of a strong and unique promise, offering voters hope and change, a theme that resonates in her public image. She has tried a number of slogans, including “When we fight, we win” and “We are not going back.” Since September 2024, she has used the slogan “A new way forward for the middle class.”
From TV to TikTok: The Evolution of Political Marketing Media
Where Reeves used television to reach a broad audience, campaigns have moved to social media. On platforms like TikTok, where content needs to be fast and engaging, we see the simplicity of both Harris’ and Trump’s USPs being revived. Modern campaigns can now target their promises to specific demographics and respond more quickly to feedback and data. This was impossible in Reeves’ time.