The Fusion of Your Name and a #1 Specialty In The Customer's Mind.
People only remember the one idea about you they deem most important. So if your brand
is to have one
paramount idea with the best chance of being installed in the brain,
it's common sense to pick the one idea that's the
most Superlative, Important,
Believable, Memorable and
Tangible you can find. To be specific:
- Superlative. It must promise you're #1 in whatever you do - the winner at something.
- Important. What you're #1 in has to be something that matters - something
I really want. In other words, your store might have Long Island's biggest selection of
brown ties. But most people don't want brown ties. It's superlative but not important.
- Believable. There has to be a unique, plausible reason why you claim
the above that makes logical sense.
- Memorable. It has to link to an emotional feeling - the "humanizing factor that
gives it penetrating power. Finally and most importantly, it has to be
- Tangible. It must perform in a way that's totally aligned and consistent with
all your claims - the ultimate test. If not, no matter how strong, important and appealing
you are - you'll be mounted on the catapult in two seconds and shot back over the wall
without a net.
When such an idea is attached to your name, it's called a
Dominant Selling Idea (DSI).
And with it, your target can't even
think your name without automatically linking it
to an idea of superior value that sets you apart as #1 in your specialty. It is indeed,
the difference that makes me want to buy from you. The ultimate business driver.
