Marketers often think in terms of “owning a word” like Google and “search,” Amazon and “e-commerce” and Volvo and “safety.”
Owning a word helps a brand dominate a category, so when you think of the word, you think of the brand, and when you think of the brand, you think of the word.
Who do you think of with the word, “duty.”
Queen Elizabeth II, of course.
Queen Elizabeth II achieved something rare for a person. She came to be recognized as an icon in her lifetime – a personal brand dedicated to duty her entire life
She stood out as a symbol of duty for over seventy years in a changing world. But that’s not to say that she was all duty and no fun. She parachuted into the Olympic Stadium in London in 2012 with James Bond (Daniel Craig) and launched her Platinum Jubilee Celebration with a video with Paddington Bear.
Queen Elizabeth II understood the importance of humanizing her role as a queen with humor.