7 Keys to Marketing Genius: A Word
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Keep it short and sweet. Consumers are inundated with a plethora of messages daily. The simpler and easier-to-remember the message is, the better. Companies should be able to describe themselves in a few words or, better yet, a single word. Much more than a sentence is not usually going to be remembered by the customer anyway. Think of the brands that have taken over the identity of a product:
• Kleenex
• Ping Pong
• Band-Aid
• Rollerblade
• Roto-Rooter
Most people don’t even know that these are brand names because they come to represent the item itself. This is the goal of any brand marketer. Going directly counter to the strategy of a word standing for your product is the practice of line extension.