One of the biggest challenges in advertising today isn’t getting an impression. It’s making an impression.

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There’s more content, more advertising and more competition for our attention than ever before.

So how do you earn a little share of mind?

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Think about this.

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Hum a few bars of Bewitched. Or Jaws.

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Say the first few words from The Brady Bunch or The Fresh Prince of Bel-Air.

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Picture six friends, a couch and a fountain.

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Who carried a shoe phone before any of us had cell phones?

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You likely remember all of them. The shows. The words. The opening melodies.

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In fact, I may have just put an earworm in your head that you’ll be hearing for the rest of the day. Sorry about that.

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It’s interesting how some of the old TV shows and movies I watched have stuck with me for decades.

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Today, not so much.

I don’t think it’s because the shows and movies aren’t as good. In many cases, they’re better. There are just so many of them.

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It’s harder to gain share of mind in a fragmented marketplace.

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Advertising has the same problem.

I see commercials all the time that I really like. Great production. Funny. Clever. Entertaining.

Then the commercial ends and I realize something:

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I have no idea who it was for.

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That’s a problem.

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Getting attention in today’s marketplace is hard enough. But getting attention and being remembered are two very different things.

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So what can you put into your advertising that creates recall?

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A sound. A phrase. A character. A visual. A style.

Something distinctive that, over time, people begin to associate with your business.

You don’t need to create the next Jaws theme. But you should be asking:

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What is memorable about my advertising that makes people remember me?

Because a memorable ad and a memorable advertiser are not necessarily the same thing.

And in an increasingly fragmented marketplace, share of mind may be one of the hardest things to earn.

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Make sure when you earn it, people remember who you are.

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Bewitched

https://youtu.be/jdNhPUXf6Lc?si=fNPa5FH6UdcmXNKK

Jaws

https://youtu.be/BX3bN5YeiQs?si=uRIkeoyunkkWem-S

Mission impossible

https://youtu.be/pPTCOLbLWxM?si=YE7y-4iIgYOtfFxh

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