MINDMATCHING™

Mindmatching is a term I developed; but,truly, it was a natural evolution. It’s no secret, every marketing, advertising or branding specialist wants to connect with customers. Sadly, all are merely equipped with ideas such as “positioning” –an idea that claimed customers think empirically within commercial constructs, “categories”. Say what? The brain just does not work that way. “Awareness” was another idea that led everyone astray. Conscious awareness, always determined through primed questions, is so irrelevant because it is not useful information and most often, erroneous. “Segmentation” was also a broken idea in that you cannot box people into finite profiles, demographically and economically; rather, people have more in common in their thoughts and memories. Try to segment that! That’s good news though. My practice is truly about Mindmatching: matching your brand’s stimuli to the minds of your customers. Giving out the right cues. Engaging the senses. Activating positive memories. 99% of brands are way off from matching their brands to their customers’ minds, using marketing constructs and not human ones. Mindmatching is about finding truth and developing relevant, deep meaning to your brands. If you want to learn about MM wait for my book to be published or come to one of my intimate learning events. Or better, bring me in.