The focus word

What’s the most expensive piece of real estate?

The prospect’s mind.

Any other answer wouldn’t count. Al Ries states “owning a word” in the prospect’s mind is the “most powerful” concept in marketing.

I thought of some famous brands

• Sensodyne- Sensitive tooth
• FedEx- Overnight
• Salesforce- CRM
• Dominos- Home delivery
• Marlboro- Cowboy

I started to see this as a pattern across all famous brands. Owning a word can be your key to beat the law of leadership.

Do you observe something?

• Extraordinarily simple words

These are everyday words. No matter how complicated the product/market, the association words are simple.

• The word is identical to brand’s DNA

Words are either related to benefit (Sensodyne), service (Dominos), or audience (Malbaro). Those are the brand’s DNA.

• They all have an opposite proponent

FedEX went after delayed parcel deliveries , Salesforce against on-premise and so on.

Brands become stronger when they narrow their focus to ONE thing.

What’s your focus word?