To be remarkable as a brand is one thing, but to be top-of-mind is another. Top-of-mind means your brand is the first thing that pops up when somebody thinks about- or encounters something. For example, when someone says ‘phone brand’ to you, you’ll likely think ‘Apple’ or ‘Samsung’. Or maybe you go straight to ‘iPhone’. Similarly a specific brand will pop up in your mind when you’re thinking about cars, or supermarkets, or sneakers.