About Mindshare

Mindshare represented a company's ability to retain a piece of the public's consciousness. So in other words, if Pets.com had mindshare, a person shopping for dog food would think of the company before any other source. The only way to beat your competitors for mindshare was to blow more cash on outrageous advertising efforts than they did, which proved to be a losing proposition in the long run.

Source: http://www.cnet.com/1990-11136_1-6275610-1.html