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Dominant Selling Idea

What’s a Dominant Selling Idea? (DSI)

Your Dominant Selling Idea is brand positioning brought to it’s sharpest point— the one most important, differentiating idea that a customer would take away if they could only remember one thing. The single big value that sets you apart from others.

It’s the one idea about your brand that is…

  • Superlative. It promises you’re #1 in what you do – the very best at something
  • Important. What you’re #1 in is something that matters – what customers want. Built on key consumer insight
  • Believable. There has to be a unique, logical reason why you can claim the above
  • Measurable. It must perform in a tangible way that’s totally aligned and consistent with all your claims. Every customer experience has to prove it
  • Ownable. It must be available to be owned by you alone