A brief history of brand propositions: From USP to CSP

Brands including Herborist, a Chinese cosmetics brand, are tapping into signifiers of tradition as new 'cultural selling propositions'. Panos Dimitropoulos from Added Value deconstructs the concept of CSP.

Panos Dimitropoulos

In the early stages, brand communication consisted of the absence of a specific strategic positioning, simplicity of form and content and directness in tone of voice. These characteristics were reflecting the early exploratory’ stages of brandinga branding naivety if you willas well as a new type of communication called advertising.

Nevertheless, even at such an early stageand although at the time it was not realisedadvertising was entwined with culture. From Toulouse...

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