One Word Branding
June 12, 2008
One word branding is not a new concept, I just gave it a name. In short, one word branding is the process of picking one word (or phrase) that your brand owns in the minds of consumers. Here are some examples:
- Volvo = safety
- Harley Davidson = freedom
- Disney = family
The purpose of one word branding is to narrow the focus of your marketing and branding efforts to find out how you want your brand to be positioned in the marketplace and in the minds of consumers. By picking one word or phrase to signify that position, your marketing investments will be be more targeted and more effective.
One word branding is another way of identifying and meeting customer expectations. Once you know what customers expect from your brand, you are better able to meet and exceed those expectations. One word branding is an easy way to remember the most important expectation. If you can’t live up to the one word that your brand owns in the minds of consumers, then your brand is doomed to failure.
What other brands can you think of that own a word or phrase in the minds of consumers? Leave a comment and get the conversation going!
Photo: Flickr
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Written by Susan Gunelius · Filed Under Brand
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2 Responses to “One Word Branding”
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A couple that I liked
Airtel (mobile operator) - Express Yourself
Hutch (mobile operator) - Hi!
Nike - Just Do it
Companies need to be careful when picking words or phrases to associate with their brand to or they’ll end up looking stupid like Microsoft after it’s “Where do you want to go today?” campaign
http://www.denounce.com/mswhere.html
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