Not Pret

The best lesson in USP I ever saw was a coffee shop that had a sign outside it with two words: Not Pret.

A masterclass in audacity, creativity and simplicity.

Because in two words that is what made this artisanal coffee house two doors away from Pret (and from any other place you can get coffee) different. Its 'Not Pret' and there are millions of people that will want to pay £4 for a cup precisely because it's not.