If you’re fitting in, you’re failing

By Dane Smith, behavioural and brand strategist, Ogilvy Sydney. Mental availability is a word on many marketer’s lips. Will the customer really think about my brand when it comes time to purchase? A hard truth to swallow: they probably won’t. Simply put, there are a lot of brands to choose from, that appear in a lot of communications, and pop up in a lot of different places, all vying for a precious little sliver of mental real estate. So…what are we marketers to do? Knowing that emotions

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