One of the biggest struggles businesses have is determining their “one thing” brand essence—their dominant selling idea. That’s because it goes against the business brain to reduce a business with so many desirable attributes to a single differentiator. But according to branding and positioning experts, Al Reis and Jack Trout in their seminal work, 22 Immutable Laws of Marketing, “The most powerful concept in marketing is owning a word in the prospect’s mind.” Further, they