Today the USP is NQE (Jim Karrh On Marketing) by Jim Karrh Posted 5/20/2013 12:00 am Updated 4 years ago Take a moment to revisit an icon of advertising history, Rosser Reeves, and how a traditional assumption about persuading consumers applies today. Want the Full Article? Get Unlimited Archive Access for $19.95 per Year Readers must pay to access stories older than 15 days. Purchase Now Already have archive access? Login to view this article.