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The law of the word from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The most important concept in branding is the law of the word. This law states that a brand should own a word in the mind of the consumer. When you think of a certain product category, one brand should come to mind immediately. For example, when you think of smartphones, Apple is likely the first brand that pops into your head. This is because Apple has successfully associated itself with the word “innovation” in the minds of consumers. In order to establish your brand in the minds of consumers, you need to be the first to claim a word. If you're not the first, it will be much more difficult to displace the brand that already owns that word. For example, when it comes to fast food, McDonald's is the brand that owns the word “burgers.” It would be nearly impossible for another fast food chain to claim that word now. When choosing a word to own, it's important to keep it simple and easy to remember. You want consumers to think of your brand immediately when they think of a particular product category. This is why it's crucial to pick a word that is both simple and relevant to your brand. For example, Volvo owns the word “safety” in the automotive industry. This word is simple, easy to remember, and directly ties back to Volvo's brand promise. In order to successfully own a word, you need to consistently reinforce it in all of your branding efforts. This means using the word in your advertising, packaging, and any other communication with consumers. By consistently associating your brand with a particular word, you can solidify your position in the minds of consumers. This is why it's important to have a clear and cohesive branding strategy that focuses on owning a word in the mind of the consumer.- The law of the word is a powerful concept that can help guide your branding efforts. By choosing a simple and relevant word to own, and consistently reinforcing it in your branding efforts, you can establish a strong brand presence in the minds of consumers. This will help differentiate your brand from competitors and build long-term brand loyalty.
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