Own 1 word

Whether you’re a Fortune 500 company or a solopreneur,
your business should own a single word.
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→ Volvo owns “safety.”
→ Kleenex owns “tissue.”
→ Mercedes owns “luxury.”
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The concept is grounded in three principles:
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The Law of Focus:
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The most powerful concept in marketing is owning a word in the mind of your customer. Companies that can own a word representing their category often become market leaders.
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The Law of Exclusivity:
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Two companies can’t own the same word in a prospect’s mind. Volvo is synonymous with safety. Other automakers like GM and Mercedes have tried but failed to claim that space.
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The Law of the Word:
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Exactly what it says. To build a strong brand, focus on owning one word in your customer’s mind.
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Check out this list:
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→ Amazon: Convenience
→ Netflix: Entertainment
→ Spotify: Music
→ Microsoft: Software
→ Uber: Ride
→ DoorDash: Delivery
→ Peloton Interactive: Fitness
→ Shopify: E-commerce
→ Google: Search
→ Zoom: Meetings
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Clarity is power.