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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:
- Developing in isolation
- Trying to make it too exciting or emotional
- 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.
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