Thursday, November 17, 2005
What word do you own?
In Al Ries’s famous book, 22 Immutable Laws of Branding, he explains that if you want to build a brand, you must “focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.”I couldn't agree more. But it wasn't until October 20th that it all came full circle:
“Yes, Mr. Ginsberg, I’m one of the editors of Cosmopolitan Magazine. I’d like to set up an interview with you for an upcoming piece. Please call me back at the following number...”
When I returned her call, she enthusiastically replied, “Oh great! I’m so glad you got right back to me – my deadline is tomorrow!”
“So, what can I do for you?” I asked.
“Well, have you ever seen those little ‘quizzes’ that Cosmo runs every month?”
“Oh, right. My girlfriend used to take those things in college.” I replied.
“Exactly! Well, as the editor of the section, it’s my job to seek out experts to help create those quizzes. And in our upcoming issue for January 2006, we’ll be running a quiz called ‘How Approachable Are You?’”
“Reeeeeealy,” I said.
“Yes. And in my research for possible contributors, I went on Amazon to search for books about approachability. And guess what? Your book was the first and only title that came up! So, we’d like for YOU to write the quiz. After all, you are the expert. Would you be interested?”
Um, are you kidding?! Me, write a quiz for one of the most widely read publications in the world?! I thought.
“Yes. Yes I would,” I said.
Word.
(Check out the full article on word ownership.)
LET ME ASK YA THIS...
What word do you own?
* * * *
Scott Ginsberg
Author/Speaker/That guy with the nametag
www.hellomynameisscott.com
Connect with Scott
Like HELLO, my name is Blog!
Ok, so you have a fan....three days in a row...I'm getting the hang of this.
First of all, I work for two companies, full time for one, and very part time, (used to be a full time intern) at the other.
When I read this post and then your link, I was torn between two words that described my other job's "word."
Touchpoint, and Customer Experience.
The problem is, the company I work full time at, which is more successful in terms of bottom line $, I can't think of a word we own. In my opinion we do way too much. We are really good at it, but we spread our expertise thinly across our employees. Still getting the job done--but I can't think of a word we OWN. Sure plenty of them come to mind. But none that we own.
Scott- In this case, what would you recommend? How do you own a word, when your boss is trying to grow the business (quite successfully I might add) but is doing a little bit of everything a branding/marketing/consulting agency could do?
Curious...
Happy.
Okay Scott, I googled Incredible and found my web site on page five of fourteen pages, not too bad. Then I googled Incredible Engravings and came up number one! Can I have TWO words?
First off, I love your stuff. Secondly, I have an idea as per your "what if" post.
What if you were handcuffed to someone for 24 hours?
A complete stranger.
Forced to make due and initiate conversation, or at least try to have a pleasant time.
Brings new meaning to the nametag approachability concept!
Hi my name is Scott too! Great site!
I have been working with this idea of creating a word. My wife and I are both fine artists and neither of us could use our names for our website. (mine was already taken by a photographer, and my wifes is imposible to spell) So we were actually forced into creating a name for ourselves.
I wanted to name our site with a word that would not only be memerable but would create in image in the publics head, and of course be representative of what we do. I put two words together and created PaintingLoft.
I was wondering what anyones thoughts were on this idea.
Once again; Greate site!
Scott Holloway
www.PaintingLoft.com
WAT THIS MAKES NO SENSE 2 ME
Dear Scott, thanks for another super article, i just love this site, thanks for the hard work.