Association of brands

There is a special place in my vocabulary for people who park (drive) with no consideration for others, and I know I'm not the only person who feels this way. Although this car isn't branded, it amazes me how many branded cars we see on the roads that are being driven shockingly. The drivers obviously don't care that they represent a company and that the people they upset in traffic could very well be customers. What would happen if the brand managers knew how all their hard work was being undone by the company's driver? Next time it happens I think I'm going to phone and find out. I urge you to do the same.

A similar situation occurs with South Africa's infamous taxi's. Why would a marketing person want or allow their branding to be splayed all over a taxi? This is a vehicle with a driver that knowingly, and without care, breaks the law on a regular basis, and has little or no respect for other citizens or life in general.

When I see a company's brand on a taxi my emotional state is definitely not one of love. It isn't wise for any company wanting me as a customer to try and push their branding into my mind at the exact time that I'm screaming and cursing with blood pressure through the roof. Association is a massive component of branding, hence sports stars being paid millions for endorsements - associating their skills and popularity to a specific brand. The emotions that ordinary citizens display towards badly driven taxi's are definitely not the ones you would want to have associated with your brand.

A special thanks to our very own Peas on Toast whose parking (as shown above) inspired this post. Peas, the parking is impressive, but at least your VW Beetle isn't branded with the name of your new business venture :)