But in the age of LLMs and the agentic internet, that logic is breaking down.

Why?

Because language models don’t rank your USP.
They don’t care about slogans.
They assemble contextual, intent-driven answers — based on bundles of signals that match the specific needs of the person prompting.

Try it:

Ask Claude or ChatGPT:

“Which gym shoes are best for flat feet?”
Then: “Which gym shoes are best for casual wear?”

Same brand? Maybe.
Same answer? Absolutely not.

Enter: the UBSP

Unique Bundles of Selling Points

• → Relevance, not resonance

• → Credibility, not creativity

• → Structured truth, not storytelling

In this new world, brands don’t win by saying one thing well —
They win by showing up completely, precisely, and meaningfully across hundreds of micro-scenarios.

And that doesn’t come from a tagline.
It comes from visibility engineering:

• Structured product data

• Customer reviews

• Delivery details

• Certifications

• FAQs

• Schema markup

• Multilingual readiness

• Sourcing info

• Return policy

These are the new signals that models see.
And how your brand is assembled from those signals determines whether you’re recommended… or replaced.

At Third, we believe the future of marketing is agentic.

It’s not just about being top of mind.
It’s about being top of model.

And for that, you need more than a USP.
You need a UBSP — a living, learning ecosystem of connected value points, served at the speed of the prompt.

We're building the tools to help you get there.
Want to see what the models say about you and how to win?

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