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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 re...
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