The core function of a brand is to communicate your unique value to the market as clearly and concisely as possible.
There are many things that make companies great - their people, products, proprietary technologies, ways of working, innovation, and more.
The tricky part is to determine which quality make a company truly unique, valuable, differentiated, and the most marketable as possible
And it should be ONE thing. One unique value proposition (UVP) that the executive leadership, marketing, sales, client service, and shared services can rally behind. One message to rule them all.
This doesn’t necessitate dropping all the other selling propositions that your firm can bring to the table, but it does require leadership to identify and choose one UVP to lead with.
Your UVP should be the tip of the spear, spark that drives initial interest, the wedge that opens the door to sales, the message that hangs in your office. “Think Different.” “Just do it.” “The ultimate driving machine.” These aren’t just slogans; they’re distilled mission statements, written in a few brief words.
To distill your UVP, I find it’s easiest to start from the button up, constructing a messaging hierarchy that begins by clearly defining a firm’s service lines offering, constructing messaging pillars for each, then discerning a connective value proposition that sits above all of them. From there, one can derive a mission and vision, and finally a unique value proposition that summarizes an entire business in a few words.
I visualize a simplified hierarchy below.
A messaging hierarchy lets your organization know what’s most important, and how to speak to a customer as they move down the marketing funnel from initial awareness to consideration to purchase.
Build from the bottom up to discern the unifying, special thing that makes you marketable.
3 Stories Dominating Media and Tech Headlines
The FTC is taking action against Venntel and Gravy Analytics, banning them from selling, using, or disclosing sensitive location data due to alleged violations of consumer privacy laws. The companies reportedly tracked and sold data linked to medical visits, religious events, and other sensitive activities, exposing individuals to risks like discrimination and stigma, and have been ordered to implement stricter data practices and delete non-compliant information.
Why it matters: This development underscores the growing scrutiny on data brokers and highlights the broader push within media and tech industries to balance data-driven business models with ethical and legal privacy standards.
The film set multiple milestones, including the biggest five-day Thanksgiving debut of all time and the highest-ever global opening for an animated film, thanks to its widespread appeal, cultural resonance, and the star power of Auli’i Cravalho and Dwayne Johnson.
Why it matters: Franchise storytelling and event-driven cinema remain dominant forces in the entertainment industry, driving massive theatrical revenue even in an era increasingly shaped by streaming.
Brian Thompson, CEO of UnitedHealthcare, was fatally shot in what authorities describe as a "targeted attack" outside a midtown Manhattan hotel, just hours before the company’s investor event. The NYPD is actively investigating, with no arrests made yet.
Why it Matters: Thompson's wife disclosed that he had received threats related to his work. The current political climate is tense. The total lack of empathy from the vast majority of consumers shows how disgruntled US consumers are with the current state of healthcare in America.
Creativ Spotlight - American Marketing Association x MOCEAN
Chief Strategy Officer of MOCEAN, Allan Gungormez, delivered a comprehensive keynote presentation for the AMA’s Social Media and Influencer Marketing Virtual conference yesterday on the new attention reality of Gen Z, The Triple Screen. You can watch the full presentation here!
Stat of the Week - Media and Publishing Content Drives the Most Engagement per Post on TikTok
Chart by Miles Mahoney
We ranked engagement by category on TikTok. Media and publishing lead TikTok engagement across six categories, averaging 317 shares per post and a 4.7% engagement rate, according to Dash Hudson data from June 2024.
Other industries like food and beverage (190 shares, 3.7% engagement) and luxury (144 shares, 4.0% engagement) trail significantly, with fashion performing the weakest at just 6.4 shares per post and a 3.2% engagement rate.
One Fun Thing - LA-based Team Dinner
We gathered our LA team members together for a holiday dinner and for drinks at ThinkLA’s holiday party, where we celebrated our third year in business. Thanks to all our clients, partners, and extended team for all your support!
