In marketing, building a strong brand isn’t just about products or advertising — it’s about owning a clear and memorable “attribute” in the customer’s mind. This is the core idea behind the Law of Attributes — one of the 22 Immutable Laws of Marketing by Al Ries and Jack Trout.
The Law of Attributes states: “Customers remember brands through a standout attribute — and each brand should own a unique one.” This attribute could be “fastest,” “safest,” “most convenient,” “most traditional,” “most innovative,” etc. But the key is: it must be clear, recognizable, and not already claimed by a competitor.
For example, Volvo is associated with “safety,” FedEx with “overnight delivery,” BMW with “driving experience,” and Apple with “innovation.” These attributes aren’t just advertising slogans — they’re how the brand is remembered and distinguished in the customer’s mind.
The Law of Attributes also emphasizes that you cannot take an attribute already owned by a competitor. If one brand owns “speed,” you should choose something else — like “reliability” or “affordability.” Trying to compete for the same attribute will make your brand seem vague and lacking identity.
In a competitive market, owning a distinct attribute is the key to differentiation and loyalty. Choose one word — one attribute — that you want customers to associate with your brand. Then stay consistent with it across all communication. That’s the power of the Law of Attributes.
