What happens when there’s no obvious unique selling proposition (USP), you can’t find a USP, and there’s no SP you can own first?

At this point, your advertising itself becomes the USP. It’s the advertising that sets one totally generic product from another, defining your brand while underplaying (and even ignoring) the common generic benefit.

Here the advertising needs to break new ground, exhibiting more imagination, flare, and showmanship than its competitors.

The more unusual the execution, the greater the impact will be.