Don't Label Me, Bro
There are thousands of bottles of scotch in the world, many of them probably better than that one, but they don't say "Oban" on the label. And there are thousands of pairs of shoes in the world, but they don't all say "Theyskens' Theory" on the label. And I can understand that.
A mistake people often make is assuming this kind of loyalty and valuation only applies to big-ticket items. As I write this, I'm wearing a T-shirt for a bar I love under my buttondown, and at home I still have the first concert tee I ever purchased. The band has since broken up and the shirt is full of holes, but what the logo on the shirt represents means more than the cost or even the product itself. Just like the broken coffee cup sitting on my desk that I received at my last job, adding a label to something can create value that extends the life of a product beyond the product's usefulness.
When you're working on your next promotion, don't just think about how a product can keep your client's logo around longer. Think about how the label can add value to the item.
And Vanessa: your shoes are very nice.
Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.