Share of Mind

What's the first thought that comes to mind when you think of a computer, an automobile, or can of soda? More than likely its a brand name or a particular feeling towards a company and its product. For example, when I think of a computer I think of Apple. When I think of an automobile I think of Ford. When I think of a can of soda I think of Coke. In addition, I tend to associate each company name or product with a feeling: Apple = Sweet Design; Ford = "Fix or Repair Daily" + Cheap; Coke = Refreshing + Classic + Color Red + etc.

Notice, not all of the examples I mentioned above have a positive description or feeling associated to the company name, products, or services. Is this a problem? An opportunity? How do these direct relationships between general product categories and company branding occur? How do these companies embed their product branding in ones mind and synchronize their look and feel with ones perspective on common goods and services? Its called "Share of Mind", and companies spend millions of dollars annually in hopes of purchasing positive "Share of Mind" via advertising, and promotional endeavors. With today's overpopulated marketplace and everyone begging for attention, this concept is especially vital in obtaining brand recognition and customer interaction. Is this the only way to purchase "Share of Mind"? No.

So, how do you purchase this "Share of Mind" without investing millions of dollars? Make something worth talking about. Be remarkable, and don't settle for mediocrecy. More than likely, if your products and services are worth talking about you already have a share of your customers mind, for a moment. But this temporary spike in brand recognition hasn't been set permanently. In order to ingrain your product or service with a lasting impression, continue to be remarkable while exceeding expectations. Continually repeating this level of performance will slowly but surely create a positive "Share of Mind" in your customers thoughts and actions which will lead to the increasingly prized attention in today's marketplace.

What are your thoughts? Did I miss something? Feel free to post a comment with your suggestions or any questions you might have.

Now that is marketing...

I never really thought of it before...
When the Nissan Xterra first came on the market, I absolutely loved it. I didn't love it because it was just another standard SUV. I loved it because it was an SUV that was "Xtreme". But there had to be more than that, what was it...

So, I started thinking about what made the Nissan Xterra an Xtreme car, and I came up with one solid thing. Nissan did something that no other car company has done, they focused on injuries, and doing things that are so "Xtreme" that they might require medical attention. That brings us to the introduction of the "first aid kit" built into the SUV. This "first aid kit" wasn't just included with the SUV as an accessory or something that you could have extra. No, this first aid kit was actual the topic this car revolved around. The back of the SUV (on the hatch), was designed with a 10"x9"x3" opening built for this first aid kit. There was absolutely no reason for someone to like this back gate design (a bulge on the outside of your vehicle when the rest of the back is smooth). People liked this design because they knew when others see them driving their Xterra, they would know that they had a "first aid kit" at their disposal (If needed). If someone is driving a car with a first aid kit built in, they must have the type of outgoing, crazy, and "Xtreme" personality to need a first aid kit. To center your car and your marketing around a first aid kit, now that is marketing...

I discovered the reason why I loved that SUV. I loved it because I knew I could get as crazy as I wanted and still be "ok" (because of my built in hospital). Could you imagine a type of car that would sport a defibrillator ? That might require some sort of license...
`chais