Wisdom in a nutshell the 22 Immutable Laws Of Branding How to Build a product or Service into a World-Class Brand

22.  The Law of Singularity 

 

The most important aspect of a brand is its single-mindedness. 

 

What is a brand? A proper noun you can use in place of a common noun: 

•  Instead of an imported beer, you can ask for a Heineken. 

•  Instead of an expensive Swiss watch, you can ask for a Rolex. 

•  Instead of a safe car, you can ask for a Volvo. 

•  Instead of a driving machine, you can ask for a BMW. 

 

What is a brand? A singular idea or concept that you own inside the mind of the 

prospect. It’s as simple and as difficult as that.