The Problem With Advertising

The document contrasts the conscious first mind with the subconscious second mind. It notes that the second mind defines 90% of buying behavior while the first mind only defines 10%. It also states that the majority of communication is rejected by the first mind's gatekeeper function, so brands must bypass this and resonate with consumers' subconscious perceptions. Finally, it introduces the concept of a brand's "hotspot" in the second mind that can help with strategizing around many business and branding areas.