9 THE LAW OF THE NAME
In the long run a brand is nothing more than a name.
The most important branding decision you will ever make is what to name your product or service. Because in the long run a brand is nothing more than a name.
Don’t confuse what makes a brand successful in the short term with what makes a brand successful in the long term.
In the short term, a brand needs a unique idea or concept to survive. It needs to be first in a new category. It needs to own a word in the mind.
But in the long term, the unique idea or concept disappears. All that is left is the difference between your brand name and the brand names of your competitors.
Xerox was the first plain-paper copier. This unique idea built the powerful Xerox brand in the ...
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