Branding: the Law of the Word

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“If you want to build a brand”, according to Marketing experts Al and Laura Reis, “you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.”


When you think of Mercedes, you think of “Prestige”. For BMW it’s “Driving” and for Volvo it’s “safety”.

For one of our clients, a high end Audio/Video business, the word is “Excellence”. For a fitness facility it’s “Belonging” and for an author who helped her son overcome depression, it’s “Triumph”.


It’s not easy to find the right word, but once you have it, you build all your messaging around it, directly or indirectly, and that is the word that comes to be associated with you in the public’s mind. Think about what your “Word” might be. It’s an extremely powerful factor in making yourself stand out from the crowd.

Email us at or call us at 646 808 0249 to learn more, or for help in branding your business effectively.