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Dictionary by pitch.dog
Messaging, proposition & voice · Core

Unique value proposition

Also called: UVP

ELI5

A value proposition emphasising why the offer is meaningfully different from alternatives.

Used in conversation

“Can we make unique value proposition specific enough that another team could use it correctly?”

Pitch context

You will see “Unique value proposition” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches messaging, proposition & voice.

Why it matters: In messaging, proposition & voice, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

When the words have to travel

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Sources & evidence · 10

Direct term-level sources and supporting source families.