What's a Dominant Selling Idea? (DSI)
Your Dominant Selling Idea is brand positioning brought to it's sharpest point— the one most important, differentiating idea that a customer would take away if they could only remember one thing. The single big value that sets you apart from others.
It's the one idea about your brand that is...
- Superlative. It promises you're #1 in what you do - the very best at something
- Important. What you're #1 in is something that matters - what customers want. Built on key consumer insight
- Believable. There has to be a unique, logical reason why you can claim the above
- Measurable. It must perform in a tangible way that's totally aligned and consistent with all your claims. Every customer experience has to prove it
- Ownable. It must be available to be owned by you alone
To Learn More:
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