How to Build Your Brand: 5 Steps for Creating a Killer Unique Selling Proposition (USP)
The year was 1962. John F. Kennedy was President, the Soviets were meddling in Cuba, and the Avis car rental company was struggling. For more than a decade, Avis, whose chief claim to fame was their number 2 status vs. Hertz, had posted annual revenue losses. In 1962, Avis was on the ropes.