HeadBlade are a great example of law #5 in Ries and Trout’s classic marketing book, “The 22 Immutable Laws of Marketing”.
Law #5 is “The Law of Focus” and the subtitle on page 26 of my copy states:
“The most powerful concept in marketing is owning a word in the prospect’s mind.”
So, which word do you think HeadBlade owns? 😉
Now, I’m not in their target market and had never heard of them until the online world of social media brought their latest marketing manager to my attention – more on that in another post.
But if “razor” and “blade” are already owned in my mind by Gillette, there’s still room for the new category of “head blade”, and HeadBlade Inc have just occupied it! (I’m sure that the GoogleBot loves it too – great name for contextual searching.)
And such is the marketing power of owning a word that I, someone who had no awareness of their product until thirty minutes ago, am starting to wonder if my two head shaving friends (both not living in the US) actually know about this product…
Now imagine similar thoughts going on in the minds of millions of prospects.
– Mark McClure