USP stands for "Unique Selling Proposition" or "Unique Selling Point". It is a marketing concept that refers to the unique and compelling advantage or benefit that a product or service offers compared to its competitors. In neuromarketing, the USP is crucial as the human brain tends to respond to novelty and special features rather than something that is already familiar and commonplace. A well-formulated and effective USP can therefore help to capture the interest and attention of potential customers, influence their purchasing decisions and ultimately increase the success of a product or service.