Theodore Levitt, a professor at Harvard Business School, suggested that, "differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.
[citation needed] It is important to be able to locate a space in the market, ensure that the feature is something that is unique, and also something that is valued by potential customers.
[citation needed] Whether differences are subtle or blatant, they can be the driving force that ensures the end-consumer makes the desired decision in choosing one product over the competition.
Thus having a unique selling point is essential to have a successful business that can handle current competition, as well as possible future comers in similar markets.
On the other hand, Wal-Mart differentiates itself through its campaign “save money, live better"[13] by having a focus on being the cheapest department store and reminding customers that it's not how much one spends on a product that matters.
This USP rests on strong, direct and concise messaging that gives consumers a clear picture of exactly what value they will receive for choosing a given brand or product.