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Branding Moment: The Unique Value Proposition Hooked Us In

We rarely follow guidebooks when choosing a restaurant when we travel.  Most of the time, we will ask a local, or our hotel concierge, or we more often than not, we let our intuition or branding nose guide us.
 
After several hours of walking in Paris, it was lunch time.  We walked into Lavinia, a wine store just to explore.  As we looked up, we noticed they had a restaurant, on the second floor. (pictured above) When we got up there, the host told us they had great food, and showed us the menu which we liked. 

As I (A) looked up I saw this sign on a blackboard pictured above.  Translation: We serve all our wines at the store price.  In other words, unlike other restaurants, there is no markup on their retail price. And there it was their unique value proposition which hooked us in.  And you can also see that same statement on their red wall in the restaurant.
 
Here is the unique value proposition defined:
Also known as a unique selling proposition (USP), your UVP is a clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition.
 
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