A Unique Selling Proposition
A major principle of advertising is known as the Unique Selling Proposition. The theory, developed in the 1940’s, requires a product, or service to differentiate itself from competitors. For example in the early cola wars Pepsi offered twice the soda as Coke, for the same price. FedEx promises to deliver when “your package absolutely, positively, has to be there overnight”.
And talk about coming up with a reason to pay 4 bucks for a box of cereal, with about 7 cents going to the farmer, Kelloggs has struck gold.
In an effort to reduce carbon emissions, the cereal maker has mandated that its’ various suppliers report, and make efforts to curb deadly carbon dioxide output.
Granted, NOAA and others report that global temperatures have held steady for the past 17 years, while CO2 levels continue to climb, but so what?
An article from the Associated Press reports on the Boys From Battle Creek’s efforts to save the planet, and that a number of companies are joining this trend.
Maybe they want to save us all from the hellfire sure to come, or maybe they want to sell more cereal to true believers, who believe that they can start the day with a nice bowl of Cornflakes, and save Gaia at the same time.
And that’s pathetic.
But, who knows? This particular USP might allow them to raise their already exorbitant price. After all, Salvation comes at a price.
In other news, EPA head Gina McCarthy was recently quoted in an interview as follows:
The question: Should climate change, and the dangers of same be taught in schools?“
“Very much so,” she says. “I think part of the challenge of explaining climate change is that it requires a level of science and a level of forward thinking and you’ve got to teach that to kids.
“People didn’t have a sense of how dramatic climate change really is, and what it means for all of us. So that’s been a challenge. But what’s great about renewables is that when you put a solar panel on the roof of a school, you change the entire dynamic of education for the students. It’s hands-on.”
Uh, Gina…..they already are.
If you’re the parent of a school-age child, you know that they won’t stop hectoring you about the family’s carbon footprint.
So I’d say the head of the EPA is a bit late with her recommendation.
But there is an upside to Kellogg’s new policy:
Young Isabella can eat her Fruit Loops without worrying about Polar Bears.
Now if only we could do something about GMO’s