Have you ever thought how much power just one word has with your potential customers? There are many companies that have developed and strengthened their global presence significantly by choosing to take ownership of just one word. The eight companies in this eBook understand how important one word is and how that word can transform a brand so that it completely owns the market. "Start Your Marketing Strategy With One Word." Produced by: YourBrandExposed, Original Content Series. May, 2014. www.yourbrandexposed.com

1. WORD
Start Your Marketing Strategy With One
Original Content Series
YourBrandExposed.com
Scott MacFarland
May|2014
Editorial Review

2. WORD
Start Your Marketing
Strategy With One
Have you ever thought... how much power just
one word has with your potential customers?
There are many companies that have developed and
strengthened their global presence significantly
by choosing to take ownership of just one word.
The companies in this article understand how
important one word is and how that word can
transform a brand so that it completely owns
the market.
1916
1926
1971
1976
1978
1980
1998
2005
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Start Your Marketing
Strategy With One
EST. 1916
Have you seen BMW’s marketing? Their message and image define the experience
for the driver. From the tagline “The Ultimate Driving Machine,” BMW took
the word ‘driving,’ and crafted their marketing and brand around it.
This helped solidify their one word market ownership using the word
‘driving.’ BMW does a magnificent job of owning one word -- "Driving."
If you examine how they brand their company image in paid advertising as
well as owned and earned media, you will see they are relentless about the
pursuit of the brand word ‘driving.’ Today, their word is still driving, and
they are using the tagline “Sheer Driving Pleasure.”
www.bmw.com
“Driving”
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Start Your Marketing
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EST. 1926
If you enjoy cars like me, you know Mercedes stands for ‘Prestige.’ That’s the word
they own in the market. They’ve done it so well their brand exudes the essence of it
through everything they do.
If you were to walk into a dealership, you will soon discover prestige is evident in
everything Mercedes does from the all-important customer experience right down
to the quality control and look & feel of the dealerships they own. If you are an
owner of a Mercedes-Benz, you know exactly what I am talking about.
www.MBUSA.com
“Prestige”
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Start Your Marketing
Strategy With One
EST. 1971
‘Overnight’ is the word in which FedEx built their brand. They created a new market
and continue to own it like no other company. Unlike today, back in the 70s, there
were no other companies that even thought about the overnight express business
model. Federal Express quickly took advantage of ‘Overnight,’ and made it theirs.
When people think of ‘overnight’ and shipping, they think of Federal Express. In my
opinion, that one word not only helped create a new market, but it also helped
FedEx establish a new value proposition and promise for customers with urgent
shipping needs.
www.FedEx.com
“Overnight”
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Start Your Marketing
Strategy With One
EST. 1976
It’s no secret; Apple is one of the largest, most successful companies in the world. My
list wouldn’t be complete without giving a nod to arguably my favorite company on
the planet. The letter ‘i’ is synonymous with Steve Jobs’ ingenuity and innovation.
This is mostly why Apple owns the letter “i,” and uses it in many of their products
and services.
Today, Apple owns the market even though their former leader and founder
is no longer at the helm. The “i” products continue to be world renown
and always seem to amaze customers with every new launch.
www.Apple.com
“i”
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Start Your Marketing
Strategy With One
EST. 1978
ESPN owns one word in their highly competitive broadcast TV market. "Sports" is
obviously the word they use to differentiate themselves from the competition. The
ESPN broadcast TV presence includes: ESPN, ESPN2, ESPNEWS, ESPN Classic, ESPN
Deportes and ESPNU. They also own ESPN.com, as well as a strong presence on radio
and even traditional media. Yes, it’s all wrapped around “sports.”
Today, there is not another player in the sports market that can compete with the
mighty strength and brand appeal that ESPN has to offer. Before ESPN launched in
the late 70s, NBC & ABC both had strong sports divisions which are still thriving
today, but they do not own the market like ESPN.
www.ESPN.com
“Sports”
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Start Your Marketing
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EST. 1980
As a former broadcast news producer, I pay attention to how news outlets are
branding themselves. In my opinion, some are trying to be all things to all people,
and this creates brand confusion. This is not a good habit to adopt. CNN on the
other hand owns the word "news."
When Ted Turner envisioned CNN, he probably had no idea how world-changing
CNN would be. CNN took ownership of the word news as well as the global
broadcast news market, and never let it go. They have done this by exemplifying
extraordinary credibility and a long-lasting, global news presence that nobody
else has figured out how to leverage like CNN.
www.CNN.com
“News”
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9. WORD
Start Your Marketing
Strategy With One
EST. 1998
Google is probably the largest, most influential company in the world. How did they
do it? Google owns the word ‘search,’ and they created a massive global market
search engine presence because of it. This has become so prevalent, businesses and
users online around the world have become dependent on search for everyday use.
Additionally, since January of 2013, Google purchased twenty-one companies, and one
for $3.2 billion. Do you think they own their market? – Ah…Yeah.
www.Google.com
“Search”
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Start Your Marketing
Strategy With One
EST. 2005
YouTube was established just nine years ago in the midst of what I like to call the
‘social revolution.’ Video is the word they own like no other company. Here’s a few
statistics that show YouTube is a market leader.
4-billion video views per day
6-billion hours watched per month
amazingly, 83% of Generation Z and 70% of millennials visit YouTube monthly.
YouTube didn’t write the book on video. they created the global video platform
nearly every generation alive today uses.
www.YouTube.com
“Video”
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Start Your Marketing
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A business analyst I am not. However, when it comes to deciphering
whether or not these companies are successful in their market, I am
confident in saying they own their word and their market as a
result.
If you’re in business and reading this article, and you’re unsure as to
whether you should own a word in your market or not, keep in mind
the behemoth companies listed above at one point were young
startups. Remember, you have to start somewhere.
you might as well start with a word.
1916
1926
1971
1976
1978
1980
1998
2005
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Start Your Marketing
Strategy With One
Sources:
BMW
http://www.bmw.com/com/en/
Mercedes-Benz
http://www.mbusa.com/mercedes/index
Federal Express
http://www.fedex.com/us/
Apple
http://www.apple.com/
Apple changed their name
http://www.engadget.com/2007/01/09/apple-drops-computer-from-name/
ESPN
http://espn.go.com/
CNN
http://www.cnn.com/
Google
http://www.businessinsider.com/google-acquisitions-2014-1
YouTube
http://www.youtube.com/
YouTube has 4-billion video views
6-billion hours watched per month
http://expandedramblings.com/index.php/youtube-statistics/
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The eBook titled, "Start Your Marketing Strategy With
One Word" written by YourBrandExposed.com has no
commercial value and is an editorial review only.
Corporate logos and imagery are used exclusively for
the purpose of providing a flavor for the brand identity
that is reviewed in this eBook.
Editorial Review

13. WORD
Start Your Marketing Strategy With One
Original Content Series
YourBrandExposed.com
Scott MacFarland
May|2014
Journalistic Review