In chapter 5 of the 22 Immutable Laws of Branding, the author talks about the “Law of the Word”.

The essence of strong brands can be described in one word.

Mercedes-Benz – Prestige

Toyota – Reliable

BMW – driving (the ultimate driving machine)

Kleenex – tissue

Kleenex owns the word “tissue”. Even when you use other tissues, you use the word “Kleenex” to describe what you’re using. It’s a strong brand in the mind of the customer.

So what’s your word? What word describes your brand?

According to the book, the most successful brands are those that, “kept a narrow focus and then expanded the category”.

Successful brands create markets by NARROWING thier focus and owning the word in the mind of the consumer.

So what’s your word?