The making of meaning: Salience, not differentiation, is a brand’s new USP

The making of meaning: Salience, not differentiation, is a brand's new USP

In the highly commoditised world of consumerism, the biggest challenge facing brand experts and marketers is not to create a differentiated brand or product/service, but to build salience by creating and managing meaning around a brand. It is only… #influence #brand #personalbrand