Own a word

Find a way to “own a word” in the mind of your prospect. It’s a powerful brand builder to be the first to focus on a single word or concept in your industry. It’s likewise powerful to identify your own proprietary product or service with unique words.

Federal Express owns the word “overnight”. You think of that word, you think of FedEx. Same goes for ketchup and Heinz. Our client Verti-Crete, a leader in the precast concrete industry, has not only made a name for itself, but for its product, by using unique names. The company has innovated precasting with their Panel Stacker System, which effectively reduces time and space requirements.

Think for a minute about tissues. Does any brand come to mind? Kleenex, the company who first introduced pocket tissue, has become the leader in the tissue industry. If you’ve ever heard someone say, “Pass me a Kleenex”, it’s because of the company’s brand leadership, regardless of what kind of tissue is being used.

Products in other categories work in the same way.
“Make me a Xerox copy.”
“I need a Q-tip.”
“Hand me the Scotch tape”

It isn’t a secret how Verti-Crete or the rest of these companies managed to own a word in their own category. They were the first in the industry, and positioned themselves in customers’ minds before anyone else. But what if you aren’t the first in your industry?

The answer: narrowing your focus often creates a new category.

We’ve done this. Last year, modern8 narrowed its focus to develop and extend brands for the commercial construction industry, which includes everything from architects, concrete suppliers, sign makers, and specialty contractors. And we own our words: Perception Branding and the 5d Process.

Think about how your company could (and should) be doing the same. Narrow your focus and find words to own in your industry.

— Randall Smith, modern8

The Yescozette, the dramatically oversized publication from Young Electric Sign Company, delivers visual impact and information, just like the products they make. YESCO signs are one-of-a-kind construction projects created to attract attention. The sign for the Wynn, the newest Las Vegas mega hotel, was photographed for the cover. The sign features a moving “eraser” that reveals a new image as it moves up and down the 135 foot–high tower.

The publication describes the positive impact of signs for businesses while showing recent projects. We developed the theme, wrote the copy and directed the photography and printing of the periodical, mailed to YESCO’s customers and clients.