I was riding my bike yesterday and noticed the name on the handlebars grips, the same name as a sign I pass daily on the fence of a marine store: Yeti. The signage got me thinking about media placement and how it might be supercharged by placing logos on things we love to do and places we love to go. This intuitively happen anyway to a degree. Smith sunglasses at the ski resorts. Bunger Surfboards near the beach. We might call this point-of-use branding, as opposed to point-of sale, where one buys the goods.
But what about just putting your logo near favorite places? Parlay the positive feelings one has for a place or situation and attach them to your brand. Placing Coke ads where a consumer might need refreshment is certainly smart and an example of point-of-use. But how about placing a Coke logo near Dominic’s restaurant on Arthur Avenue in the Bronx or atop the Jupiter Bowl in Park City, Utah?
Brand where your customers and prospects are positively Zenned out. Peace.