What to Do Now that Unique Isn’t Unique Anymore

Why It Matters

Holmes warns that as AI surfaces product claims faster, brands that surprise and solve problems beyond features will become indispensable rather than merely different.

Summary

Veteran creative Reid Holmes argues that the century‑old unique selling proposition no longer cuts through saturated markets and distracted consumers, and that brands must instead create unexpected, emotionally resonant solutions to earn attention. He illustrates the shift with examples: Ford Brazil’s adaptive cargo‑mat ramp that delivered meaningful social impact, and Ariel’s “Share the Load” campaign in India which reframed gender norms and lifted sales by 76%. Holmes warns that as AI surfaces product claims faster, brands that surprise and solve problems beyond features will become indispensable rather than merely different.