If this sounds like a familiar problem to you, then you
probably realize that the obvious solution is to increase
brand awareness. And to do so you need to advertise and
It is regrettable, then, that the problem is not so easily
solved as you may believe. Advertising has become so pervasive
in society most people simply tune it out, turning any advertising
campaign into a genuine gamble. You are competing with hundreds
of thousands of other brands, all struggling to gain exposure
on the same media you use.
Fortunately, you do not have to play that silly game anymore.
Believe it or not, there are ways to drastically improve
brand awareness without incurring the enormous risks and
costs associated with traditional advertising.
A Foolproof Brand-Boosting Technique
I want you to take a moment and use your imagination. Imagine
now you are watching TV, and a company’s brand just
happens to appear on a television show. “What brand?”
you may be asking? Exactly.
Now consider TV advertisements. How often do you sit in
rapt attention over a television commercial? Unless you
find infomercials to be models of high entertainment, chances
are you tune out or purposely do anything but pay attention
to the ad. Ignoring TV advertising is easier than ever now
with Digital Recorders such as TiVo to satisfy our entertainment
Now I want you to imagine you’re watching TV with
a friend, and your friend happens to have a pen with a certain
brand on it. How likely is it you’ll ask your friend
where he got the pen?
To use another example, pretend you are going out with
a friend or co-worker, and on the way to the car your companion
fishes out a set of keys with a branded key tag attached.
Obviously, it must be a quality brand for your friend to
keep it so close, so you take note of it.
Universities, Nonprofit Organizations and Government Agencies
are pure geniuses when it comes to using this technique.
People simply cannot resist noticing branded key tags, pins,
desk accessories or any number of other brandable products
when their friends and associates carry them around.
What’s more, these brands now evoke positive feelings
as a result of being associated with a friend. Universities
and nonprofits know this, and have capitalized on it for
decades to build their name and prestige. Now you can join
the handful of companies that have catapulted themselves
to success as a result of using this simple, elegant and