Play word association with the word “Mongolia” and you might reply with “Mongols” which would lead you to “Genghis Khan”; then you might run out of words.
So what do you do if you are Mongolia, a country that suffered almost 70 years of Soviet communism? (The Russians didn’t like the Mongols.)
You are emerging into capitalist markets. You want to sell your products and attract tourists. You leverage the greatest resource you have - the name of the most famous Mongol, Genghis Khan. Genghis Khan is more famous than the Beatles – and according to John you know how famous they were.
Most people don’t know the capital city of Mongolia, (Ulan Bator), but you do know the name of the international airport, university and vodka – they are all named Genghis Khan. And of course there are the many restaurants around the world bearing that name.
The beauty of the Genghis Khan name – it has worldwide recognition and there are zero endorsement fees. No one owns the name.
So instead of spending millions for a Tiger Woods or Lance Armstrong to endorse your product why not search through the history books for some long dead adventurer, conqueror or poet to attach to your brand?
George Torok
Power Marketing
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