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Business Growth By Owning a Word

One of the best books to read is the The 22 Immutable Laws of Branding by Al Ries and Laura Ries. The book, as part of its laws states that   the brand should strive to own a word. Examples are given such as safety being owned by Volvo, Kleenex owns tissue, and so many more. So it is a wonder that most companies start but have no words that can be associated with them. When you look at Zimbabwean companies one can only wonder which words they own. Econet perhaps owned the word “inspired” but to what extent has that been taken in the way they do business. It is no surprise that Econet is one of the biggest companies in Zimbabwe, they were probably one of the the few local companies that owned a word.

The more a company owns a word the more they are associated with that word and build a following which creates customer loyalty. If you are looking to build a long lasting business then think of a word that your business is going to own.

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One thought on “Business Growth By Owning a Word

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