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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 ...
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