18 September 2025

✳️How to get into the consumer's mind and stay there for a long time?

The winner isn't the one with the best product.
The winner is the one who gets there first.

1. Marketing = mental warfare
All marketing battles take place in the mind. There, in the consumer's head, there are mental "boxes" for 3-4 brands in each category.
If your brand isn't there, they won't buy you.

To get there, you need to displace someone else. And that's not easy. Especially if someone has been using Tide for 10 years. Good luck...

2. How does the consumer brain work?
Imagine: you're at the supermarket. Your favorite beer is out. You start scanning the shelves, your brain, and your memories:
• What did I see in the ad?
• What's familiar to me?
• What's beautifully packaged?

Life hack:
A good brand is a visual anchor + an emotional message that connects with the customer's lifestyle.

3. The formula for closing a sale:
Closing a sale = Perceived price / (Importance of features × Brand strength)

How to manage the formula?
• Uniqueness: style, flair, USP
• Emotional connection: alignment with the customer's views
• Specific value: what will I get?

4. Sell results, not features
A relevant story:

— I mix mortar
— I strengthen a wall
— And I build a temple

Conclusion:
Sell a temple, not a concrete mixer.
The consumer pays for the end value, not the product description.

5. Create "value in use"
Strong brands do more than just sell:
• Nestlé — 24/7 parental support line
• Truck rentals — free shipping instructions
• Car dealerships — after-purchase service assistance

6. Brand = mission + meaning
A great brand doesn't just sell — it changes lives.
• G-Star: recycled plastic fights ocean pollution
• Nike: the message "Conquer yourself!"
• TOMS: buy one pair, give the other to those in need

Life hack:
Formulate your brand's values and social mission. This is your DNA. Through it, you will unite your customers into a community.

Note to entrepreneurs:
✔ Your goal is not just to sell, but to create a place in the mind and heart of the consumer
✔ Make the brand part of your lifestyle
✔ Provide value before, during, and after the purchase
✔ Don't forget: a great brand = a great idea