Unique selling language
Unique selling language (USL) is a relatively new marketing concept that deals with the tone and substance of the communication associated with a brand. It includes all aspects of communication, including editorial style, imagery, sounds, and pronunciations (of, for example, a brand name), that are uniquely identifiable with a brand. 
- Gosemick, Marie-Eve (2009). "5 considérations relatives à votre stratégie de communication marketing à l’international". Montreal: APCM (Association des professionnels de la communication et du marketing ).
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