LAW 11: The Law of Fellowship . As a dominant brand, don't only tolerate competitors, welcome them. WHILE?. Read this short thread to the end. #branding #MarketTrends #MarketRisk #MarketUpdate Chinwe #ceasefire #BBNaijaReunion Alex #WizkidxHollywoodBowl

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Here is the lesson for the week. For more branding tips, follow and turn on your notification bell.

A generic name fails to create the separate identity that is the essence of the branding process. The mind doesn't deal in letters or words, it deals in sounds. So, a generic word remains generic in the mind, no matter how you capitalize it.

Yes, “Ocean” is a common word, but in the fashion context, it’s unexpected and that’s exactly why it sticks in your mind more than “Ankara Plug”. After all, there are thousands of “Ankara Plugs” out there, but only one Ocean.

A realistic example to explain this:.Let’s say two people who sell Ankara fabrics come to introduce their new brands to you. Brand A calls themselves “Ankara Plug”, while Brand B is named “Ocean”.

Generic names disappear into the ether while only brand names register in the mind.

⚪ LAW 12: The Law of The Generic . ☑️ One of the fastest routes to failure is giving a brand a generic name (common/ no branding names):. WHY?. A Short Thread. #brandidentitydesign #BrandIdentity BRICS Yarm ASUU Infinit #TradiuPay Peter Obi #ceo2025

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In summary, competition increases the noise level of a category & tends to increase sales too. Here is the simple lesson from our weekly book reading, to learn more about branding, make sure to like, retweet and follow.

Additionally, a consumer who didn’t previously drink fizzy drinks might be drawn in by the hype, humour, or storytelling from either brand (the way social media hypes influence us to watch some movies). As a result, these consumer behaviours increased sales and brand loyalty.

It increased their market visibility, as the competition sparked consumer curiosity. Someone loyal to brand A might try brand B just to compare, and vice versa.

Cola brands’ rivalry as a case study. You recall the "Cola Wars" when both popular brands (will prefer to code identities) directly teased each other through advertisements. You know what that did for both brands?.