--- title: "Meaning & Key Takeaway of: If a new brand wants to build mindspace…" description: "\"“If a new brand wants to build mindspace in a low-interest area, it is usually necessary to take a more aggressive approach: by forcing product use, bo..." image: "https://sms4smile.com/quotes/i/f9f/greg-thain-1820_marketing_if-a-new-brand-wants-to-build-mindspace_398567.jpg" --- # If a new brand wants to build mindspace in a low-interest… ![“If a new brand wants to build mindspace in a low-interest area, it is usually necessary to take a more aggressive approach: by forcing product use, borrowing or buying mindspace.” quote by Greg Thain](https://sms4smile.com/quotes/i/f9f/greg-thain-1820_marketing_if-a-new-brand-wants-to-build-mindspace_398567.jpg) [Download](https://sms4smile.com/quotes/i/f9f/greg-thain-1820_marketing_if-a-new-brand-wants-to-build-mindspace_398567.jpg) [Open image](https://sms4smile.com/quotes/i/f9f/greg-thain-1820_marketing_if-a-new-brand-wants-to-build-mindspace_398567.jpg) > ““If a new brand wants to build mindspace in a low-interest area, it is usually necessary to take a more aggressive approach: by forcing product use, borrowing or buying mindspace.”” [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. In low-interest markets, brands must actively create consumer mindspace by encouraging product use or acquiring attention. **In simple terms:** Aggressive tactics help brands occupy consumer awareness. Key Takeaway Invest in active engagement. Themes marketing brand awareness consumer behavior Mood strategic cautious Type analytical insightful When to use this quote - new product launch - market entry - advertising campaigns - consumer trials Key Concepts mindspace acquisition product adoption strategies Questions to Reflect On - What risks accompany forced product use? - How to balance aggression with authenticity? A Different Perspective Aggressive approaches can alienate skeptical consumers. ★ ★ ★ ★ ★ No ratings yet [Aggressive Approach](https://sms4smile.com/quotes/about/aggressive-approach-1265753/) [Brand Wants](https://sms4smile.com/quotes/about/brand-wants-3579296/) [Build Mindspace](https://sms4smile.com/quotes/about/build-mindspace-3579295/) [Buying Mindspace](https://sms4smile.com/quotes/about/buying-mindspace-3579297/) [Forcing Product](https://sms4smile.com/quotes/about/forcing-product-3579298/) [Marketing](https://sms4smile.com/quotes/about/marketing/) ## Related quotes > [If a brand wants a specific girl, they want a specific girl, wherever you are.](https://sms4smile.com/quotes/philomena-kwao/if-a-brand-wants-a-specific-girl-they-want-a-specific-girl-wherever/) [Philomena Kwao](https://sms4smile.com/quotes/author/philomena-kwao/) > [I now need to take a very aggressive approach to having a baby.](https://sms4smile.com/quotes/connie-chung/i-now-need-to-take-a-very-aggressive-approach-to-having-a-baby/) [Connie Chung](https://sms4smile.com/quotes/author/connie-chung/) > [Every time I'm out there, I've got to be aggressive and approach it like it's my last. So every time I do something bad,…](https://sms4smile.com/quotes/cordarrelle-patterson/every-time-i-m-out-there-i-ve-got-to-be-aggressive-and-approach-it/) [Cordarrelle Patterson](https://sms4smile.com/quotes/author/cordarrelle-patterson/) > [“There is something aggressive about that approach to life, trying to flatten out all the rough spots and imperfections into a nice smooth ride.”](https://sms4smile.com/quotes/pema-ch-dr-n/there-is-something-aggressive-about-that-approach-to-life-trying-to/) [Pema Chödrön](https://sms4smile.com/quotes/author/pema-ch-dr-n/) > [With fresh eyes, an aggressive approach, and collaboration, we can modernize state government the way it should be.](https://sms4smile.com/quotes/ned-lamont/with-fresh-eyes-an-aggressive-approach-and-collaboration-we-can/) [Ned Lamont](https://sms4smile.com/quotes/author/ned-lamont/) > [“How can you stop yourself from yelling and shouting and accusing everyone of cruelty? The easy answer is that the aggressive approach simply doesn't…](https://sms4smile.com/quotes/jane-goodall/how-can-you-stop-yourself-from-yelling-and-shouting-and-accusing/) [Jane Goodall](https://sms4smile.com/quotes/author/jane-goodall/) > [“Price plays a larger role in the positioning of stores than it does in the positioning of brands. Price rarely provides a differential advantage…](https://sms4smile.com/quotes/greg-thain/price-plays-a-larger-role-in-the-positioning-of-stores-than-it-does/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“PRIVATE LABEL IS booming. In Europe and the United States during the period 2000–2010, private label was responsible for the majority of the growth…](https://sms4smile.com/quotes/greg-thain/private-label-is-booming-in-europe-and-the-united-states-during-the/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness…](https://sms4smile.com/quotes/greg-thain/because-retail-brands-are-barely-differentiated-they-are-relatively/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate advertising spending…](https://sms4smile.com/quotes/greg-thain/as-retailers-have-become-competitors-of-manufacturers-in-many-product/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“If the manufacturer can convince the retailer that delisting will hurt consumer satisfaction and possibly lead to store switching, then that will be second…](https://sms4smile.com/quotes/greg-thain/if-the-manufacturer-can-convince-the-retailer-that-delisting-will/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Marketing aims/image: A retailer that has positioning aims (e.g. trying to improve its image with respect to healthy food or trying to upstage wholesaler…](https://sms4smile.com/quotes/greg-thain/marketing-aims-image-a-retailer-that-has-positioning-aims-e-g-trying/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [If I had my brothers I think with just a little bit of the correct marketing, I'd like to be almost exclusively in small…](https://sms4smile.com/quotes/terry-bozzio/if-i-had-my-brothers-i-think-with-just-a-little-bit-of-the-correct/) [Terry Bozzio](https://sms4smile.com/quotes/author/terry-bozzio/) > [It's like the query letter problem that I just mentioned, magnified a hundredfold. You might be good at telling a story, but that doesn't…](https://sms4smile.com/quotes/patrick-rothfuss/it-s-like-the-query-letter-problem-that-i-just-mentioned-magnified-a/) [Patrick Rothfuss](https://sms4smile.com/quotes/author/patrick-rothfuss/) > [I'm a business first and foremost so whatever my business is, it's separate from my personal. It's like whatever I do business wise, it's…](https://sms4smile.com/quotes/snoop-dogg/i-m-a-business-first-and-foremost-so-whatever-my-business-is-it-s/) [Snoop Dogg](https://sms4smile.com/quotes/author/snoop-dogg/) ## More by Greg Thain > [“Marketing aims/image: A retailer that has positioning aims (e.g. trying to improve its image with respect to healthy food or trying to upstage wholesaler…](https://sms4smile.com/quotes/greg-thain/marketing-aims-image-a-retailer-that-has-positioning-aims-e-g-trying/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Every dominant brand (such as those listed in Table 5.1) has had to reinvest in mindspace every year to keep its position. However, things…](https://sms4smile.com/quotes/greg-thain/every-dominant-brand-such-as-those-listed-in-table-5-1-has-had-to/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“consolidation, coupled with a desire among the survivors to restore normal profit levels, helps to usher in an era of orderly competition based on…](https://sms4smile.com/quotes/greg-thain/consolidation-coupled-with-a-desire-among-the-survivors-to-restore/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“If the manufacturer can convince the retailer that delisting will hurt consumer satisfaction and possibly lead to store switching, then that will be second…](https://sms4smile.com/quotes/greg-thain/if-the-manufacturer-can-convince-the-retailer-that-delisting-will/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate advertising spending…](https://sms4smile.com/quotes/greg-thain/as-retailers-have-become-competitors-of-manufacturers-in-many-product/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“High fixed costs mean that high volumes are an ever-essential objective. One”](https://sms4smile.com/quotes/greg-thain/high-fixed-costs-mean-that-high-volumes-are-an-ever-essential/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Importance of price: Price is imperative for FMCG retailers, much more so than for manufacturers. Retailers must constantly keep their real prices competitive and put…](https://sms4smile.com/quotes/greg-thain/importance-of-price-price-is-imperative-for-fmcg-retailers-much-more/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Hoping to create a little prestige, some retailers develop and advertise premium clothes sub-brands. In 2006, Myer, one of Australia’s largest retailers, launched a…](https://sms4smile.com/quotes/greg-thain/hoping-to-create-a-little-prestige-some-retailers-develop-and/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving power and…](https://sms4smile.com/quotes/greg-thain/the-shift-of-power-to-retailers-is-not-an-inevitable-phenomenon/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness…](https://sms4smile.com/quotes/greg-thain/because-retail-brands-are-barely-differentiated-they-are-relatively/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“There are some FMCG categories where retailers are destined to control mindspace. These are the low-technology, low-image, low-novelty areas. Retailers are likely to be…](https://sms4smile.com/quotes/greg-thain/there-are-some-fmcg-categories-where-retailers-are-destined-to/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“In markets where consumers are sensitive to quality differences (e.g. washing powder, instant coffee, sanitary protection) the share for generics and copycats usually plateaus…](https://sms4smile.com/quotes/greg-thain/in-markets-where-consumers-are-sensitive-to-quality-differences-e-g/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Direct consumer contact is an advantage for retailers, as 70% of shoppers make purchase decisions in stores and are thus open to last-minute persuasion. The”](https://sms4smile.com/quotes/greg-thain/direct-consumer-contact-is-an-advantage-for-retailers-as-70-of/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Fresh produce and other ‘destination’ products can create a sustainable differential advantage, as they have the potential for deciding the destination of the shopper.…](https://sms4smile.com/quotes/greg-thain/fresh-produce-and-other-destination-products-can-create-a-sustainable/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“PRIVATE LABEL IS booming. In Europe and the United States during the period 2000–2010, private label was responsible for the majority of the growth…](https://sms4smile.com/quotes/greg-thain/private-label-is-booming-in-europe-and-the-united-states-during-the/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) [Explore all 206 Greg Thain quotes ](https://sms4smile.com/quotes/author/greg-thain/) ## More Marketing quotes > [I'm a business first and foremost so whatever my business is, it's separate from my personal. It's like whatever I do business wise, it's…](https://sms4smile.com/quotes/snoop-dogg/i-m-a-business-first-and-foremost-so-whatever-my-business-is-it-s/) [Snoop Dogg](https://sms4smile.com/quotes/author/snoop-dogg/) > [It's like the query letter problem that I just mentioned, magnified a hundredfold. You might be good at telling a story, but that doesn't…](https://sms4smile.com/quotes/patrick-rothfuss/it-s-like-the-query-letter-problem-that-i-just-mentioned-magnified-a/) [Patrick Rothfuss](https://sms4smile.com/quotes/author/patrick-rothfuss/) > [If I had my brothers I think with just a little bit of the correct marketing, I'd like to be almost exclusively in small…](https://sms4smile.com/quotes/terry-bozzio/if-i-had-my-brothers-i-think-with-just-a-little-bit-of-the-correct/) [Terry Bozzio](https://sms4smile.com/quotes/author/terry-bozzio/) > [With every product, the delta between the brand and the reality determines its power over the minds of consumers, and with Trump, that delta…](https://sms4smile.com/quotes/rick-wilson/with-every-product-the-delta-between-the-brand-and-the-reality/) [Rick Wilson](https://sms4smile.com/quotes/author/rick-wilson/) > [The worst advice? 'Don't listen to the critics.' I think that you really ought to listen to the critics, because sometimes they're telling you…](https://sms4smile.com/quotes/stephen-king/the-worst-advice-don-t-listen-to-the-critics-i-think-that-you-really/) [Stephen King](https://sms4smile.com/quotes/author/stephen-king/) > [“In the innovation age customer experience is key. Your impression defines their expression”](https://sms4smile.com/quotes/fela-durotoye/in-the-innovation-age-customer-experience-is-key-your-impression/) [Fela Durotoye](https://sms4smile.com/quotes/author/fela-durotoye/) > [Someone else who liked what I did might turn around and say, "She's reworking and rethinking everything. She could just be making blankets now,…](https://sms4smile.com/quotes/tracey-emin/someone-else-who-liked-what-i-did-might-turn-around-and-say-she-s/) [Tracey Emin](https://sms4smile.com/quotes/author/tracey-emin/) > [One of the most abused country on earth is Mexico. The marketing spills over the border, and people are persuaded to eat food that's…](https://sms4smile.com/quotes/raj-patel/one-of-the-most-abused-country-on-earth-is-mexico-the-marketing/) [Raj Patel](https://sms4smile.com/quotes/author/raj-patel/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) > [Eventually the consumer will come to appreciate the editorial point of view of every different brand. User-generated content without editorial oversight will simply be…](https://sms4smile.com/quotes/michael-eisner/eventually-the-consumer-will-come-to-appreciate-the-editorial-point/) [Michael Eisner](https://sms4smile.com/quotes/author/michael-eisner/) > [The next evolution of content marketing is not more content; it's better distribution.](https://sms4smile.com/quotes/chris-penn/the-next-evolution-of-content-marketing-is-not-more-content-it-s/) [Chris Penn](https://sms4smile.com/quotes/author/chris-penn/) > [Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.](https://sms4smile.com/quotes/howard-gossage/advertising-justifies-its-existence-when-used-in-the-public-interest/) [Howard Gossage](https://sms4smile.com/quotes/author/howard-gossage/) > [Medium is like the Instagram of the corporate world. It's the layer that we want everybody to see, but not actually how it is.…](https://sms4smile.com/quotes/jack-conte/medium-is-like-the-instagram-of-the-corporate-world-it-s-the-layer/) [Jack Conte](https://sms4smile.com/quotes/author/jack-conte/) > [Sales is the parent of marketing.](https://sms4smile.com/quotes/eben-pagan/sales-is-the-parent-of-marketing/) [Eben Pagan](https://sms4smile.com/quotes/author/eben-pagan/) > [“Relationships are the currency of business.”](https://sms4smile.com/quotes/brian-basilico/relationships-are-the-currency-of-business/) [Brian Basilico](https://sms4smile.com/quotes/author/brian-basilico/) [Browse all 4,549 Marketing quotes ](https://sms4smile.com/quotes/about/marketing/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“If a new brand wants to build mindspace in a low-interest area, it is usually necessary to take a more aggressive approach: by forcing product use, borrowing or buying mindspace.”", "creator": { "@type": "Person", "name": "Greg Thain" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/greg-thain/if-a-new-brand-wants-to-build-mindspace-in-a-low-interest-area-it-is/", "about": { "@type": "Thing", "name": "Marketing" }, "@id": "https://sms4smile.com/quotes/greg-thain/if-a-new-brand-wants-to-build-mindspace-in-a-low-interest-area-it-is/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/f9f/greg-thain-1820_marketing_if-a-new-brand-wants-to-build-mindspace_398567.jpg", "contentUrl": "https://sms4smile.com/quotes/i/f9f/greg-thain-1820_marketing_if-a-new-brand-wants-to-build-mindspace_398567.jpg", "url": "https://sms4smile.com/quotes/i/f9f/greg-thain-1820_marketing_if-a-new-brand-wants-to-build-mindspace_398567.jpg", "width": 1080, "height": 1080, "caption": "“If a new brand wants to build mindspace in a low-interest area, it is usually necessary to take a more…” — Greg Thain", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Greg Thain", "item": "https://sms4smile.com/quotes/author/greg-thain/" }, { "@type": "ListItem", "position": 4, "name": "“If a new brand wants to...", "item": "https://sms4smile.com/quotes/greg-thain/if-a-new-brand-wants-to-build-mindspace-in-a-low-interest-area-it-is/" } ], "@id": "https://sms4smile.com/quotes/greg-thain/if-a-new-brand-wants-to-build-mindspace-in-a-low-interest-area-it-is/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```