Own a word

Hi,

Positioning takes place in the mind. The mind works to sort through and simplify information coming in. It helps to secure a position in the mind if you can 'own' a word, said Jack Trout and Al Ries in 1981. Own the word so that when it is said, your brand comes to mind. What brand comes to mind when you see the word 'cola'? 'Flying'? 'Feeling'? Coke owns the category.

There can be a downside. Toyota gives each of its models a single word - called its 'one word equity' - that it can grow into. Hilux is "Unbreakable" and no one would question the vehicle's toughness. As a Hilux owner, I can say the tough positioning is unbreakable. But too narrow a positioning can also expose a brand to attack. "Uncomfortable" is another word Hilux could own, especially in the minds of owners with "Hilux back". When I asked a local farmer why he drove another make, he said "I spend so much time in it, and my back's dodgy already."

Lesson: choose a word that is flexible.

Cheers!

Michael Kiely