Owning an Attribute

What if your brand could own an attribute?

In the world of cars...

•Ford owns Tough

•Subaru owns Love

•Mercedes owns Luxury

•Volvo owns Safety

When buyers want a durable and tough car, they think of 'Ford.'

It's brilliant because there can be only one 'Tough' car brand, and Ford owns it.

Things to ponder:

What attributes do your competitors own in the mind of your buyers?

Do you own an attribute?

Frequently Asked Questions

What does it mean for a brand to "own" an attribute?

Being the singular association buyers make when they think of that specific quality, like Ford being synonymous with "tough" or Volvo with "safety," a position so strong that competitors can't easily claim the same ground.

Why can only one brand realistically own a given attribute?

Because there can only be one default answer in a buyer's mind. Once Ford owns "tough," another car brand claiming the same attribute would just be competing against an already-established association rather than owning it outright.

Why is owning an attribute described as "brilliant" positioning?

Because it creates an automatic, singular mental association. When buyers specifically want that quality, durability in Ford's case, the brand becomes the default answer without needing to compete directly on every other dimension.

How do other car brands illustrate this same principle?

Subaru owns "love," Mercedes owns "luxury," and Volvo owns "safety," each brand claiming a distinct attribute that buyers associate specifically and primarily with that one brand within the automotive category.

What are the practical questions worth reflecting on regarding this idea?

What attributes competitors currently own in the mind of buyers, and honestly assessing whether the business itself owns a clear, distinct attribute of its own within its category.