The single-minded claim that it changes the customer's mind and prompts action is known as what?

The concept of a value proposition serves as a clear and compelling statement that addresses how a product or service meets the needs of customers, effectively changing their minds and prompting them to take action. It encapsulates the benefits and value that consumers can expect from engaging with the product, essentially guiding a customer’s decision-making process.

A well-formulated value proposition will distinguish a product from competitors, making it clear to potential customers why they should choose it over alternatives. It focuses on specific outcomes or improvements that resonate with the target audience’s needs and desires, thereby motivating them to act—whether that means making a purchase, signing up for a service, or otherwise engaging with the brand.

In contrast, the other options, while related to marketing concepts, do not specifically encapsulate this idea as effectively. A brand promise conveys the value that a brand commits to delivering to customers but lacks the direct call to action implied in a value proposition. A market statement often describes broader trends or characteristics in the marketplace rather than making a specific value claim. A positioning statement defines how a brand wants to be perceived in the minds of consumers, which is important but does not directly articulate the motivating action of changing a customer's mind.