Recently, our own Brad Abare raised the question, “What word do you own?” on the Personality™ blog.
He discusses a recent Advertising Age article (subscription required) exploring the importance of your brand owning a single word. They look at political rhetoric to make this point as the nominees seek to associate a single word with their campaigns. Brad quotes from the article:
If you want to run for office, if you want to launch a new brand, if you want to jump-start your business career, the first question to ask yourself begins: ‘What word do I want to own in the minds of my prospects…”
So here’s the question for you: What word are you trying to own? When people think of your church, is there one word that you seek after most, and are you doing a good job of chasing that word?