You were always on my mind September 30, 2009Posted by David Gillespie in branding, strategy.
Tags: 20th century, Apple, Brand, Mind, Nike, philosophy, Society and Culture
In a meeting yesterday as I sat dreaming up ideas to make my wealthy clients even more money, someone blurted out “We need to ensure they stay top of mind” which I didn’t like at all. It sits alongside “the big idea” and “single-minded proposition” as a decidedly 20th century approach, and the reality is none of the brands people really want to be have anything to do with being top of mind.
The top-of-mind approach in fact is a challenger brand’s mentality. If you aspire to be top of mind you’re clearly not winning in your category, and you’re likely spending a good deal of time and energy just trying to compete. It’s the same as making a case for a piece of work focused around time with brand, while never pausing to consider just how much time is spent without.
The trick to both of those things is that the brands that are really thought of as top of mind, the Apples and Nikes and what have you, aren’t top of mind at all. In fact if they were to become top of mind, it would be a step back in some ways.
Those brands transcend any notion of “mind” and instead ingrain themselves in culture. I don’t just think of Apple when I’m shopping, and I don’t just think of Nike when I see someone run. They are the brands everyone else wants to be because nobody pauses to think about them.
So don’t bother with top of mind. Save that for the guys in second place, they don’t know any better anyway.
image courtesy of Esparta with thanks to compfight.