From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

Unlock this course with a free trial

Join today to access over 22,600 courses taught by industry experts.

The key to growth

The key to growth

From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

Start my 1-month free trial Buy for my team

The key to growth

“

- Link number three, the key to growth is associating your brand with a single concept and growing your market category. Powerful brands have a knack of making their names interchangeable with a single positive concept. That's why most people will say Prestige, when you ask them what word comes to mind when they think of Mercedes-Benz. Any branding strategy worth its salt aims to achieve the same effect, that's the sixth law of branding, the law of the word. Companies are often tempted to focus all their attention on their brand's best attributes. But what really matters is making yourself synonymous with a concept that distills the essence of your brand. When you manage to do that, you end up owning a word association Honda, for example, has staked its claim on the idea of being well-engineered while Toyota owns the word reliable. There's only one thing better than claiming a word and that's having a brand name, which…

Contents