There is now a pressing need to adopt the Brinkley blueprint in this regard: having the audacity to bring a bigger than life, bolder than ever before made USP (Unique Selling Proposition) forward as your own. We’re back to that word again, audacity. With its power there is hazard. It’s one thing to make all kinds of outrageous claims, promises or guarantees; quite another to be able to back them up. This requires any marketer concerned with long-term customer value and with the law to walk a fine line between fiction and reality, something John R. Brinkley’s critics believed he crossed with
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