How much of your mind will you give away?

There is a battle for the mind. In the good old days of advertsing it was called “top of mind awareness.” Who knows what it is called now. But whatever it is called there is no doubt that everybody is still trying for Mindshare.

Our very own Kevin did it this week when he got his 6000 words into one or two homes through the Fairfax media. He’s after your mind and your ascent to his outlined strategic objectives. Malcolm, on the other hand can’t get traction. Not only does he not have 6000 words, it appears he can’t even get a good sound bite together to make any sort of impact.

Rules for top of mind? Build your brand through ideas, future, confidence and difference. I might not agree with Kevin but that is what he has done. Malcolm has not even begun to articulate any of the above four in any reasonable or practical way.

Kevin will (partly because he has the power of government) maintain the acendancy. Malcolm will flounder until he really differentiates.It’s the same for any brand or organisation.

Geoff Holt