Wiki / Dictionary:

Def. UPA : A unique positioning angle (short: UPA) is a marketing approach first mentioned and practiced by marketing expert Rik Assfalg, for a distinct perspective, strategy, or approach that sets a product’s perception apart from its competitors’ by modeling the dopamine-driven part of the “desire-that” behavioral brain segment of the consumer. It’s about identifying and leveraging unique emotional connections associated with strengths, opportunities, and visualized/remarkable/rememberable and relevant stories that create a neuronal link to a strategically designed, distinctive market position.

Rik Assfalg is also known for the teaching and consulting of brand aura, Sales dramaturgy, Critical Sales Threshold, Launch Point of no return, clarity booster and others.