What's the Unique Selling Proposition?

All the beer advertising on TV doing a sporting event does nothing to move market share from one beer brand to the other. What they do is make somebody want a beer and they go use up the beer they have in their refrigerator and buy more. So really all the advertisers are being market makers for all the advertisers. They really are just selling beer. But in most worlds that's not the way you want to approach business. You don't really want to be using your ad dollars to stimulate sales for other people.