Think Personality: We humbly offer some food for thought.

Our Blog: Think Personality

RSS Feeds
Atom
RSS 1.0
2.0
RSD
(What's RSS?)
Categories
Advertising
Brand & Identity
Business
Cause Marketing
Creativity
Design
E-mail Newsletter
Experience
Featured Nonprofit
Inspiration
Marketing
Personality News
Philosophy
Press Releases
Productivity
Public Relations
Research
Technology
Whitepapers


« Coulda, Shoulda, Woulda | Turning Knowledge Into Wisdom »

February 11, 2008

What Word Do You Own?

Posted by Brad Abare | Filed under: Brand & Identity

Al Ries wrote a great piece for Advertising Age (subscription required) last week. Using Barack Obama and Hillary Clinton as a backdrop, Ries explains that the "race for the Democratic presidential nomination once again demonstrates the power of one of the most fundamental concepts in marketing: owning a word in the mind."

This idea of owning a word in the mind of your customer is really powerful. "If you want to run for office, if you want to launch a new brand, if you want to jump-start your business career, the first question to ask yourself begins: 'What word do I want to own in the minds of my prospects...'"

Ries goes on to give examples of modern-day brands, both winners and losers in the attempt to own a word. He ends with three mistakes marketers often make when it comes to identifying a slogan or owning a word. I've paraphrased them here:

  1. Developing in isolation
  2. Trying to make it too exciting or emotional
  3. Thinking short-term instead of long-term

It's encouraging to know that our 21 frames of the Personality Profile™ answer the need for brands to own a unique word in the minds of their public.


Trackback Pings

TrackBack URL for this entry:
http://thinkpersonality.com/cgi-bin/mt/mt-tb2006.cgi/350