"Nostalgia is the selling point of their product, but this is a living history and a story of resistance and not falling to the forces, " he said.

WSJ: A Lower East Side Matzo Story, Leavened With History

"I think the authenticity and the raw African-ness of 'The Lion King' is a bigger selling point than any other product that has ever been on Broadway or on stage, done with a world-class quality approach, " says Lebo, who is determined to keep the show's feel authentically African by making sure that all international productions feature South African performing in them.

CNN: Roaring success of 'Lion King' musician

You identify a simple selling point that differentiates the product or service from its competition in the minds of consumers, and you use the branding to ensure that this selling point sticks.

FORBES: Marketers should make a statement and make it stick.