When you build a brand, it’s all about going for mindshare. Not just a tiny share of lots of minds (the market), but building such a large share of each mind that you become synonymous with your category. “He’s our own David Copperfield,” means “he creates magic for us. “Xerox it,” means making a copy. Neither David Copperfield nor Xerox has ever been shy about repeating their names…either in the context of Copperfield’s performance, TV specials or billboards. His show in Vegas probably has a title…but the billboards and ads for the show just say “David Copperfield.” Xerox’s copiers were so pervasive…and everyone bore the word “Xerox” in great big letters…for so long, that their name became one with the idea of “making a copy.”
Those names are indelibly linked in the minds of the people who make up their markets, not just with their particular product, but with the category and function that product category fulfills. In both cases, they invested a lot of time, money and effort to get to that point. Also, in both cases, their product did most of the heavy lifting in terms of establishing their mindshare. In marketing, the object is to link a superior product experience with your brand name in as many minds, as strongly as possible. Build your product and all of the communications around it to fulfill that function, and perhaps you can become the next Xerox!
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