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A brief history of brand propositions: From USP to CSP
Mar 1, 2015
Panos Dimitropoulos

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.

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