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Own a word in the consumer's mind from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
To build a successful brand, a company must focus on owning a word in the consumer's mind. This means finding a word that encapsulates what the brand stands for and what it offers to its target market. By owning a word, a brand can differentiate itself from competitors and create a lasting impression in the minds of consumers. The process of owning a word begins with identifying a word that is both unique and relevant to the brand's positioning. This word should not only be distinctive but also convey the essence of what the brand represents. Once a word is chosen, the brand must consistently deliver on the promise associated with that word through its products, services, and marketing efforts. Owning a word requires focus and discipline on the part of the brand. It means staying true to the core values and attributes that define the brand and resisting the temptation to dilute its identity by trying to be all things to all people. By owning a word, a brand can establish a strong and clear identity that resonates with consumers and sets it apart from competitors.- FedEx (overnight), and Coca-Cola (refreshment). These brands have become synonymous with the words they own, making it difficult for competitors to challenge their position in the market. By owning a word, a brand can create a powerful association in the minds of consumers that can drive loyalty, preference, and ultimately, purchase behavior.
