A UAV (Unique Attractive Value) is the value that makes customers keep choosing you: the reason customers keep choosing your product or service, born from your company's strengths and customer insights, that competitors cannot copy, or find hard to copy.
Rather than looking for reasons customers don't buy and removing them, we believe the key to sustainable sales growth is to build on your company's strengths and create a UAV that gives customers a reason to keep choosing you. When a strong UAV with a structural advantage is communicated correctly through your products, services and advertising, the return on marketing investment can improve two to three times, and sometimes five to ten times, compared with before or with competitors.
A USP (Unique Selling Proposition) is the set of features and strengths a company defines for its own products or services. A UAV is the reason customers keep choosing a product or service among all the options they have. Across more than 100 companies and over 300 projects, the USP a company promoted and the UAV its loyal customers recognized differed in about 80 to 90 percent of cases. Finding why customers keep buying, the UAV, is where a strategy for sustainable sales growth starts.
“UAV Marketing®” is Bloom&Co.'s framework that combines your company's strengths with customer insights to find your UAV, and builds strong brands that deliver sustainable sales growth rather than short-term or one-off growth. We have developed it through more than 100 companies and over 300 projects, and keep updating it.
“Micro UAV™” is our own approach: we break the target down into finer segments and optimize the UAV for each one, maximizing impact across several different targets while keeping the brand consistent.
We don't stop at the strategy. Where needed, we validate its impact and stay with you through execution. Typical timelines are:
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A USP is the set of features and strengths a company defines for its own products or services. A UAV is the reason customers actually keep choosing the product or service. In the projects we have supported, the USP a company promoted and the UAV its loyal customers recognized differed in about 80 to 90 percent of cases.
We have used it in brand strategy development and execution for products and services at more than 100 companies and over 300 projects, from global corporations and large Japanese companies to startups, across B2C, B2B and B2B2C.
Developing the UAV and the brand strategy takes about three months, and executing the strategy takes about another three months. If we validate the UAV with VPT (quantitative research), allow another two to three months. Some measures, such as digital campaigns, can start in as little as about four months.
An inquiry through this website, an online introductory meeting, a free online trial session, a quote, and then the project starts.
For other questions, see our FAQ.
