Building “Mindshelf” so Buyers Remember You

In this episode, we sit down with Brad Hugel, Manager of Local Sales Strategy at Rogers Sports and Media, to talk about one of marketing’s biggest shifts over the past decade: the obsession with bottom-of-funnel tactics.We explore why short-term thinking has become so seductive, the downsides of going all-in on BOFU, and how the concept of a “mindself” (aka SEO for the brain) helps brands own the triggers that actually drive buying decisions.From jingles and mascots to media planning and reach, we break down how creative and smart media choices work together to build memory, trust, and long-term growth. Plus, we dive into bothism—why it’s not about choosing short-term or long-term, but about making both work harder.What you’ll learn in this episode:The risks of short-termism in marketingHow to build your brand’s mindself and category entry pointsWhy creative assets (jingles, characters, slogans) stick in the brainThe role of media planning in making memories lastWhy bothism (long + short) is the way forwardIf you’ve ever felt stuck in the funnel, this episode is your reminder to think bigger, play smarter, and build a brand that people actually remember.