What’s the most expensive piece of real estate?
The prospect’s mind.
Any other answer wouldn’t count. Al Ries states “owning a word” in the prospect’s mind is the “most powerful” concept in marketing.
I thought of some famous brands
- Sensodyne- Sensitive tooth
- FedEx- Overnight
- Salesforce- CRM
- Dominos- Home delivery
- Marlboro- Cowboy
I started to see this as a pattern across all famous brands. Owning a word can be your key to beat the law of leadership.
Do you observe something?
- Extraordinarily simple words
These are everyday words. No matter how complicated the product/market, the association words are simple.
- The word is identical to brand’s DNA
Words are either related to benefit (Sensodyne), service (Dominos), or audience (Malbaro). Those are the brand’s DNA.
- They all have an opposite proponent
FedEX went after delayed parcel deliveries , Salesforce against on-premise and so on.
Brands become stronger when they narrow their focus to ONE thing.
What’s your focus word?