Rosser Reeves

Rosser Reeves was a prominent American advertising executive known for creating the concept of the "Unique Selling Proposition" (USP). He believed that effective ads clearly highlight a single, compelling benefit that sets a product apart from competitors. Reeves emphasized repetition and consistency in advertising to build strong brand recognition. His approach focused on direct, memorable messages that resonated with consumers, significantly shaping modern advertising strategies. His work with iconic brands like M&M’s and Colgate helped establish principles still used in marketing today.