Owning a Phrase (or Word)

Burger King LogoJust do it.

Quality is job #1.

We try harder.

Healthy fast food.

It is entirely possible to “own” a phrase or a word in the mind of consumers. The above examples prove that – and it’s not just an option for big companies.

If you the phrase you choose describes what your brand stands for or cuts through to your brand’s core values, you can own that phrase. Being able to achieve “phrase ownership” is a quick way to communicate an idea to your customers.

Think about Burger King, they owned, “Have it your way.” Which, in essence sent the message to consumers that if they went to McDonald’s they couldn’t be sure if they could order their Big Mac with no pickles.

With Burger King, you told them what you wanted and they would  make it.

That one small difference was the reason their marketing campaign was very successful. They focused on the one thing they knew they could do better than McDonald’s, developed a phrase for it and delivered on their promise.

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