"Customers today don't like to be sold—they like to buy, and they tend to buy in tribes. Better advice for companies is to focus their communications not on a Unique Selling Point (USP) but on a Unique Buying Tribe (UBT)—a Unique Buying Tribe—that has a natural affinity for the company's products or services.
In a tribe, news spreads quickly, which gives brands extra traction. USP was about PUSHING products and services. UBT is about PULLING people into a tribe they can trust.
In a marketplace of me-too offerings, people don't seek features and benefits so much as tribal identity. "If I buy this product," they seem to ask, "what will that make me?"