Value proposition
The clear statement of what the customer gets, from whom, and why it beats the alternatives - the promise that answers 'why buy this, from you'. Not a slogan: a slogan compresses the proposition after strategy has done the work of choosing it.
Where it's used
Used on homepages, in sales decks and in creative briefs. Good for making sure that everyone answers "why us" in the same way before any ad gets written.
See it in a campaign
Dollar Shave Club: Our Blades Are F***ing Great (2012)
Dollar Shave Club's launch film is a value proposition in comedy form: good blades, delivered to your door, for about a dollar a month, instead of paying for features you do not need in a locked cabinet. The founder never leaves it in doubt what you get, from whom and against what. The jokes make it memorable.
