According to Bader Rutter CEO David Jordan, a brand's ultimate goal should be to become the reflex choice of consumers.
According to Bader Rutter CEO David Jordan, a brand's ultimate goal should be to become the reflex choice of consumers. The ultimate way to achieve that is by establishing mental equity. Think of it as an equation: Belief + Behavior = Mental Equity. During this discussion, Jordan highlights two recent campaigns — including a 2026 PRWeek Awards finalist in the Best in B2B category — to illustrate this innovative marketing approach, one that has reaped impressive and measurable benefits to the brands involved.