Want to Be Remembered? Own a Word.

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How 433 Investors Unlocked 400X Return Potential

Institutional investors back startups to unlock outsized returns. Regular investors have to wait. But not anymore. Thanks to regulatory updates, some companies are doing things differently.

Take Revolut. In 2016, 433 regular people invested an average of $2,730. Today? They got a 400X buyout offer from the company, as Revolut’s valuation increased 89,900% in the same timeframe.

No wonder 10K+ everyday people are taking the chance on Pacaso.

Founded by a former Zillow exec, Pacaso’s co-ownership tech reshapes the $1.3T vacation home market. They’ve earned $110M+ in gross profit to date, including 41% YoY growth in 2024 alone. They even reserved the Nasdaq ticker PCSO.

The same institutional investors behind Uber, Venmo, and eBay backed Pacaso. And you can join them. But not for long. Pacaso’s investment opportunity ends September 18.

Invest While You Still Can

_{Paid advertisement for Pacaso’s Regulation A offering. Read the offering circular at invest.pacaso.com. Reserving a ticker symbol is not a guarantee that the company will go public. Listing on the NASDAQ is subject to approvals.}

Some branding advice never goes out of style. And one of the oldest, yet most effective moves in the playbook is this:

Own a word.

Or a phrase.
Or a concept.

Not legally. Psychologically.

The goal is simple: when people hear that word, they think of you.

The psychology behind it

People don’t remember brands because of full mission statements or product specs.

They remember associations.

• Volvo? Safety.

• FedEx? Overnight.

• Airbnb? Belonging.

• Disney? Family.

• Nike? Performance.

• Google? Search.

Each of those brands worked, intentionally or not, to own a single word or concept in their audience’s mind. And once that link is made, you don’t have to reintroduce yourself every time. The word becomes the shortcut to everything you stand for.

And in a world overflowing with noise, shortcuts matter.

Why this still works—especially for startups

Startups often compete in crowded or confusing categories. You may not be the first. You may not have the most features. But you can win the battle for meaning.

Owning a word helps you:

• Sharpen your positioning

• Simplify your messaging

• Build recall faster

• Align your team around a single idea

• Signal what your brand is really about

It's a way to focus your narrative—and focus resonates. 

What kind of word—or phrase—should you own?

Not just any word. And definitely not the most obvious one in your category.

You don’t want to own something generic like “technology” or “platform.” You want something emotionally resonant and strategically aligned.

A good brand word—or phrase—should be:

• Short. One to two syllables is ideal.
  

• Sticky. Easy to remember and fun to repeat.
  

• Distinct. Not already crowded with meaning in your space.
  

• Emotionally charged. It should carry energy, aspiration, or attitude.
  

• Aligned with your POV. Your word should reflect what only you deliver.
  

For example:

• Headspace leaned into “mindfulness” before most people knew what it meant.
  

• Liquid Death went all-in on “murdering your thirst”—a wild pivot from the wellness tone most water brands take.
  

• Substack leaned into “independence”—not just as a reference to its newsletters, but also to creator-led publishing on your own terms.

The word doesn’t always appear in your tagline. It may not even be on your homepage. But if it’s in your content, your product names, your deck headlines, your comments to media, and your team’s mouths—you’ll start to own it.

How to start owning your word

This isn’t a one-time campaign. It’s a long game. But the earlier you start, the more room you have to grow into it.

Here’s how to lay the groundwork:

1. Pick a word you believe in.
   It should reflect your mission, product value, and the future you're building toward.
   

2. Use it everywhere—consistently.
   Bake it into your positioning, social captions, product descriptions, and even internal language.
   

3. Back it up.
   You can’t just say the word—you have to earn it. Make sure your product, brand voice, and customer experience reinforce what the word promises.
   

4. Let the market echo it back.
   When customers start repeating it in reviews, posts, and conversations—you know it’s working.

Final thought

I’ve seen founders obsess over messaging docs and taglines, but here’s what actually moves the needle: owning a single, resonant word. 

Indeed, I’ve helped brands go from forgettable to unforgettable simply by anchoring them to one idea people can instantly associate with them.

So you don’t need a dictionary’s worth of messaging to make your brand memorable. You need a single, meaningful word your audience can attach to you—and only you.

That’s how brand gravity starts.
Not by saying everything.
By saying—and doing—one thing so clearly and consistently that no one else can claim it.

So… what’s your word?

Best,

Edwin