USP - A Timberland Boy in
Dr Sing Kong Yuen, BVMS (Glasgow), MRCVS
04 June, 2011
Be Kind To Pets
A USP (unique selling
proposition) is very important for a person or for any
business to have a chance to succeed. It positions the person
or business foremost in the mind of the other friend or client
respectively. In a photo contest, a USP of a picture is also
needed as I will illustrate below.
Three days ago, I read the Digital Life magazine and saw a
photo contest sponsored by Timberland whose products I have
never bought. The photo contest is at:
The prize is a chance to be part of our Timberland®
Earthkeepers™ reforestation activity in Horqin
Desert, Inner Mongolia, and a nature appreciation trip to
It is the category of travel I love very much as I get to see
raw nature and it will be too expensive to go to such places.
However, I need to be realistic as my digital photography is
not up to competition standards. Should I give up?
The theme was to tell a story in a picture with the theme:
is your relationship with the outdoors?
I viewed my various images and came across the following. It
is just an ordinary image of two boys standing on the banks of
Lake Indein in February 2011 when my wife and I visited
Myanmar. Nothing unique about two boys trekking along the bank
of a stream of Lake Indein. The photograph was not of a high
Then I saw the Timberland logo on the boy's shirt. The
Timberland logo is the USP (unique selling proposition). This
photo definitely will catch the eyes of Timberland judges
owing to the logo unless they are blind.
It opens the door to a rare opportunity for a winner to
participate in a reforestation project of a desert in Inner
So, how should I go about using this picture to show that
"nature subtly connects our lives with meaningful
relationships" as required in this contest?
I don't know exactly but the following image is my first
draft, taking me over one hour to create the image. There are
grammatical mistakes which I could not see yesterday.
What's the big deal about a boy wearing a Timberland shirt in
Lake Indein, Myanmar?
Well, it is rare to spot a Timberland T-shirt in Yangon and
Lake Indein is considered a remote area of Myanmar. I was in
the boat much appreciative of being alive and healthy. I was
able to see the willowy grass, hear birds chirping and smell
clean unpolluted air and befar away from the urban jungles of
For that brief instant when I clicked my camera, I realise
that I was once like this Timberland boy. At his age, I was
living with my grandparents in Bentong, a village in Pahang,
Malaysia. Every morning, I would cycle with another boy to a
stream to swim and to appreciate nature. Now, Singapore's
children don't get this opportunity and to most Singaporeans,
especially the females, a good travel itinerary is shopping.
Try to enter photo contest and even if you don't win, you have
educated yourself in being hands on, in creating a picture and
writing text that would be much improved when you practise for
many times. Just do it and you will find that your ability to
take pictures and write better will come to you naturally.
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