That's why it is so fascinating to watch the fierce battle playing out over years in the sleepy category of grass seed.  Scott's and Pennington are locked up in a tit-for-tat tiff about the merits of their seed in the quest for market supremacy.  There's plenty of green in the U.S. Lawn and Consumable Industry.  According to the Freedonia Group, it is a $6.9 billion dollar market that is expected to grow at a rate of 4.5% through 2014.

It's hard to know who to believe as Central Garden and Pet's Pennington seed commercials claim that Scott's seeds are half filler, while Scott's counters with Pennington seeds are "ground up paper."  Both brands come off as being somewhat childish in their attack of one another.  Scott's defends the water smart coating as a technology differentiator.  The back and forth benefits neither brand as it only adds to consumers being even more confused. It raises one important question - which brand can I trust to buy and use?  Meanwhile, the channel partners sit by and watch the battle being played out as they're forced to stock both brands.

There are 50 million acres of managed turf in the U.S. across tens of millions of homes.  Brands only have one chance to establish a "seeded" position.  Growing a lawn from seed is exceedingly tough and you're often forced to reseed areas.  Everyone has a neighbor with the best lawn - the expert to seek out.  Scott's is tapping into this consumer behavior with their new spokesperson, Scott.  He is an authentic Scottish actor named Phil McKee who lends credibility to the expert halo.  They're also putting another $50 million in media weight behind the effort.

Does a brand character work in today's world?  Flo and the Geico Gecko are proof positive examples that characters are back in today's communications world.  Can he carry out the competitive war with Pennington in a compelling way?  Scott, the Scot who pitches Scott's, is how the campaign is being referred.  He wears plaid shirts and has a Scottish terrier as a pet.  He may be too likeable to go toe-to-toe with competition.  What it signals is Scott's moving away from attack-style ads.  There is a reason competitive ads have a short shelf life.  The shock value wears off and over time they alienate consumers. This is especially true if you're a brand leader as you're spending media dollars validating your competitor's brand name.  The adage of hawks not chasing rats into holes applies here.

Creating dissatisfaction with competition as a creative strategy calls for compelling executions with attitude backed by smart media concepts.  Hard hitting and fast are the operative words.  Get in and out before competition takes notice.  Not unlike guerilla warfare.  It's not for the faint of marketing heart.  As a brand marketer, think long and hard before you employ this approach.

Resurrecting a brand is tricky stuff.  Will it ever again elicit the same feelings and memories?  Is it still relevant in today's digital world?  Have consumers moved on and forged new brand alliances?  Norfolk Curling Club is staring this challenge in the face as they try to rebuild their intimate and historic, well-worn facility that was destroyed by arson back in December.  It's a long road they face in getting back on the ice in a brand new facility.   Money and memories of what once was are challenges that need to be overcome. For many, the Norfolk Curling Club brand died that night at the hands of reckless youth seeking a thrill.  The mindset of many club members is that it can never be the same.

The connection among club members is authentic and genuine as they use curling to endure the rigors of winter in Norfolk - affectionately referred to as "the ice box of Connecticut."  Here BFF's are truly that, and LOL's actually happen on the ice and in a bar rather than in online space.

It's hard to explain the affinity that curlers have with the game.  You have to play it to understand it.  There's strategy, skill and precision involved that requires athletic ability.  You need to embrace the nuances of the hogline and the house, understand that you play on a "sheet," and if you're so inclined to travel to opposing clubs - a bonspiel is for you.  Just be sure to leave the glockenspiel behind!  From my vantage point, the most appealing aspect of curling is the beer.  Much like playing softball, I could use curling as an excuse to drink beer!

In nature, fires are a natural way of rebirth and replenishment for a new generation of growth.  Rather than lamenting what they've lost, Norfolk Curling Club members are looking forward with determination and resolve that is indicative of their ingrained Yankee heritage.  What they lacked was a reason to believe in and a reason to belong to the cause of rebuilding the club facility.  A new brand identity that captured the spirit and passion of all that is great about the Norfolk Curling Club needed to be brought to life to connect with not only club members but also the surrounding community.

Based on a relationship with Don Torrant, both as a former employee and current client, Mintz & Hoke offered to put creative energy and horsepower behind developing a brand identity.  Raising over $500,000 in donations is a formidable task.  One that requires a bold approach aimed at driving people to think and act with their wallets, especially those in Litchfield County with no personal attachment to the club.

Mintz & Hoke creatives, Art Director Patrick Kiniry and Copywriter Jonathan Smirnoff, tackled the assignment of breathing life into the tragic situation by concentrating solely on the elements of the club's rebirth.  They used the iconic and recognizable curling stone with a roaring flame as the main creative device anchored by the tagline "From Fire to Ice."  The emotional connection was instantaneous, giving club members something to rally behind and embrace.  Although the club would never be the same, it would be rebuilt bigger and better.  Rebuilding was no longer a far-fetched dream in many club members' minds.  It was now an attainable reality.  The new brand identity made it real and tangible for everyone.

The creative team felt the fund raising identity should be separate and distinct with a stronger cause-based appeal that denotes the seriousness of the campaign.  Thus was borne the "Rock the Cause" mantra, marrying the curling "stone" creative device with a distinctively edgy rallying cry.  It is the central element behind all fund raising communications activities, from posters to program ads.

Branding is an integral component of bringing back the Norfolk Curling Club.  It doesn't replace the sweat equity and tireless work of the club members.  It serves as a perfect augmentation to their efforts.  It's no longer about the fire; it's about the life!

AMC is trying to do what the entertainment industry hasn't been particularly adept at portraying - exposing what goes on behind the curtain in the development of ideas in an advertising agency.  It's often said that you need to like what you see when you look in the mirror.  This show gets a little too close for comfort - exposing all that's great and also what's not so good about the business.

The Pitch is based upon the idea of pitting two competing agencies for a coveted assignment with high profile clients - the likes of Popchips, Frangelico and Waste Management.  Bringing out the pressure and passion of a new business pitch is at the core of each episode.  The two-hour premiere is scheduled for Monday, April 30th.

A sneak-peak episode (available online at amctv.com/thepitch) featured a "creative bakeoff" between two regional agencies, McKinney located in Raleigh-Durham and WDCW out of LA and Seattle.  The assignment - breathe life and relevance into Subway's breakfast business.  You'll need to watch to see which agency prevails in the end based upon executions against what I'd define as a "loose brief."  No spoilers here.

All the advertising clichés and stereotypes are present, from agencies referring to potential accounts as being "a piece of business," to internal debates over getting to the strategy quickly so "we can concentrate on what we need to make."  We've all been there and done that.

Heavily scripted and edited, you get a close look at the personal angst and commitment that creative people have for the ideas that they've developed and nurtured.  It's tough to let go when creative directors kill them immediately without any reservation.  As for the ideas themselves - some were inspirational, others felt ripped off based on the ideas coming out of sheer desperation from YouTube.  The Subway "freshness" brand mantra seemed to handcuff both agencies a bit.

All the agency meeting exchanges with the Subway client seem forced and contrived with an overall lack of any appreciable genuine connection.  It further raises the question - why in the world would any advertising agency give away their strategic and creative thinking for nothing?  In my mind, a sale without a profit is a donation.  It's plain nuts!  Yet we continue to do it.  There is no answer to this and clients know it.

The Pitch's storyline dynamic is based on the creative idea development and rightfully so.  That's what sells.  Yet, the build-out of the pitch and the must do tedium rehearsals are glossed over.  It's as if the agencies jumped right into the presentation and it showed.  Despite having a "team" at the final pitch, the presentation for both agencies was orchestrated and dominated by one person.  The others were reduced to bobble heads, nodding their approval at the creative concepts and desperately seeking client approval like lap dogs.  The Subway client team was virtually interchangeable with any that you've presented to throughout your career.  You felt as if they were uncomfortable and always aware that the camera was on.  A lot of tension was in the air.

There is nothing in this business that is as exhilarating as a new business pitch - a series of the highest highs and lowest lows!  It's all about the competition. There's a lot of drama and intrigue that AMC is trying to tap into with The Pitch.  Agency and client people will see a lot they like and a lot don't about the process and the people.  It exposes both the good and bad side of the business in an accurate way that has never truly been depicted in movies or a television series.  You decide if it is cynicism or realism.  Either way, it's a dose of reality that I'll tune in to watch each week.  Advertising is a great business - warts and all!

"Showrooming" is described as consumers visiting stores to check out a product firsthand, and then searching via smart phones or tablets for a better price online in their other hand for the very same product.

This alarming trend has retailers practically begging for mercy from manufacturers.  Target CEO Gregg Steinhafel reached out to vendors asking them to create special "retail destination only" products that offer protection from smart phone price comparison activities.  They even went so far as asking for their help in matching online retailer pricing. It's not the first time that retailers have asked their suppliers for special consideration for products and pricing.  This channel push and pull game has been playing out for decades.  It's a question of how much clout and buying power the retailer exercises over their supplier base.

This retailer fear is based on fact metrics that paint a bleak picture.  During the most recent holiday shopping season, store sales rose only 4.1%.  Conversely, online sales jumped double digits - 15%.  Online sales still only account for 8% of total sales, but up from a mere 2% in 2000.  There is no escaping this trend.  It is where customers are choosing to do their shopping.  The cruel retail circle of life is playing out before our eyes.

Electronics, books and music are especially vulnerable to the "showrooming" game.    Book-stores, most notably independents, face it every day.  They put energy into careful selection of books, make staff recommendations and provide an atmosphere that's conducive to reading, only to have people tap into this service and learning and then buy the book from Amazon at a discounted price.  A survey by the Codex Group, a book market research and consulting company, indicated that 24% of people who said that they had bought books from an online retailer in the last month also said that they had seen the book in a bookstore location first.  That's a lot of lost sales that local booksellers can ill afford.  Coupled with the explosion of e-readers, booksellers are in a virtual world of hurt.

The retail channel game is not for the weak.  The consumer is fickle with allegiances that come and go.  Amazon is the retail darling right now.  They can afford to sell products cheaply as they realize margin delivery from other services. The cost structure is less; plus, there is no tax applied in many states.   Retailers have to be distinctive in this new world.  Target has long had associations with designers that provided exclusive products to them, but the impact is negligible on the bottom line.

It becomes a lesson of being distinct or becoming extinct.  The channel of sale offers rough waters for retailers as Walmart is becoming glaringly aware.  They've missed the move to online sales and year-over-year same store sales continue to drop or be stagnant.  Their star is fading.   Fame is fleeting in the retail game.  Showrooms were once seen as nirvana for retailers and consumers alike.  Today it's taken on a whole new meaning with "showrooming."  Let the best retailer win - be it brick and mortar or online - as the battle plays out.

Don't get me wrong.  I'm a Red Sox fan through and through.  I still love the feeling of awe I experience when traversing through the ramps beneath the bowels of Fenway Park and seeing the magnificent brilliance of the field - the green grass contrasted with red seats basking in brilliant sunshine.

The celebration of all things Fenway Park 100 Years is in full merchandising assault.  Hats, tee shirts - upwards of $30 to $40 - sweatshirts and even bricks are available everywhere.  They might want to rethink the brick concept after last year's collapse as fans might have alternative uses rather for them. There is talk that everything will only be available this year.  Get them while they last is the vendor's sales pitch.  Does anyone really believe that they won't be available next year or the year after?

Fenway Park has a special place in the heart of every Red Sox fan.  It is, after all, the oldest venue used by a professional sports team; but does it really need a special John Williams tribute - "Fanfare for Fenway?"  The themes from ET, Indiana Jones, Jaws and Star Wars have nothing to fear from this Williams creation. It seems forced and contrived, all in the pursuit of more merchandising revenue.  Do Red Sox fans need a 100^th anniversary coffee table book?  Hope they omitted any 1986 references!

Everything the Red Sox do seems built around what can be sold next.  The actual 100^th anniversary date is April 20, 2012.  As chance would have it and orchestrated though it may be, the New York Yankees are the opponent.  Back in 1912, the New York Highlanders faced the Red Sox in the Fenway Park opener.  It wouldn't be a significant game with heaps of nostalgia without throwback jerseys.  They're sure to be available on Yawkey Way on game day.

FenwayPark100.com captures the sport, spirit and splendor of all things Red Sox over the past 100 years - some tragic, others thrilling - like four glorious nights in October 2004.  It's interesting that there is not a lot of social conversation - very few discussions and only 130 people having posted their Fenway Park memories.  Maybe people view this "anniversary" as being contrived.

When did Fenway Park become a veritable merchandising machine that pulls in more green than can be found on the Green Monster?  What the 100^th Anniversary lacks is any genuine feel.  It's too cold and calculated and all in pursuit of more revenue.  Not that that is a bad thing.  Fenway Park is all about a brand engagement with a team.  Wearing Red Sox apparel is an integral part of the game day experience.  Even the pink hats can be excused in the demonstration of being a fan.  There's something magical about Fenway Park - still standing after many domes and multi-purpose ballparks have met the demolition crew.  It would be nice to quietly acknowledge Fenway Park reaching this milestone anniversary without all of the merchandising hype.  Brands need to be careful to understand when they've crossed the enough is enough line.  The best memories of Fenway Park are those in our minds - great days with family and friends watching the Sox win.  You don't need a mug or shirt to help you remember them.  Never has the adage been truer - logos are what you see, brands are what you feel!

Mohegan Sun, a renowned entertainment and gaming brand giant has taken a revered old school concept and turned it on its head. Who hasn't had their picture taken in a photo booth at a carnival, amusement park or the mall? Memories of our youth - photos capturing goofy expressions - ones that last a lifetime that are securely tucked away in a box in the attic waiting to be discovered years down the road.

With Shine 360, Mohegan Sun is taking that affinity for the photo booth of yesteryear and updating it with a one of a kind, 360-degree video that allows casino visitors to showcase their inner celebrity and instantly upload it to social sites. Step inside the 24-foot wide studio. Forty-eight photos are snapped simultaneously - captured from every angle - making anyone a digital celebrity. If you're lucky you'll be featured on mohegansun.com/shine360 or be streamed on video boards throughout the property. Who doesn't want to see themselves in lights! The tie back to Mohegan Sun's Time to Shine ad campaign brings it full circle - true integration that isn't forced.

Soda dispensers have been around forever. Many of us baby boomers fondly remember soda jerks, back when soda dispensing was a fairly new concept. Coca-Cola's Freestyle Fountain is changing the way the game is being played. Instead of being limited to only a few choices, there are now 125! Whatever your desire - traditional sodas, flavored waters, carbonated or noncarbonated, energy drinks - it's mere selection and a push away.

As consumers mix and match, Coca-Cola marketing executives are able to analyze up to the second data on brand combinations and day part use. Consumption, usage and purchase habits are streamed back to Coke's Atlanta headquarters as quickly as the soda is dispensed. Decisions on new products and flavor preferences are driven by data and consumer behavior. Consumers go deeper into the Coca-Cola product family building more loyalty. What was once considered to be a mundane activity is now viewed as an exploratory experience - new flavors with new tastes. Go to any restaurant that has the Freestyle Fountain - everyone loves it. The metrics success - a national campaign is planned to roll out to convince consumers that Freestyle Fountain drinks from Coca-Cola is the only way. Think retailers will take notice?

Even the sleepy brand Dr. Scholl's is stepping into the point of sale product engagement game. Orthotics is a very personal and serious subject for those who need them. It's a confusing and complicated selection process - one that is intimidating with little to no salesperson assistance. Dr. Scholl's Custom Fit Orthotic Centers, strategically located in heath-focused retailers, offer customized comfort and support to consumers. Step into the kiosk on special foot pads and 2,000 pressure sensors analyze your feet and tell you instantly which pair of custom fit orthotic inserts is right for you.

Three brands who couldn't be more different share one thing in common - finding a way to engage with consumers at point of sale. They don't ask the consumer to do a lot. It's all experiential. There's nothing to download and there are no codes to scan. Each takes old school marketing/product methodologies and brings them forward by tapping into emotion and curiosity. What it proves is there is still room to build sales at point of sale if you innovate

Every decade seems to have its very own "campaign du jour" mantra - anti-littering in the 60's, stopping smoking in the 70's, saying no to drugs in the 80's.  The 10's seem to be indelibly identified as the "stop obesity" decade.  This epidemic is getting front and center attention matched by $230 million in grant money for 31 states that came out of the 2009 Stimulus Bill.

The stats bear out the startling need.  One in three adults is obese.  Forty percent of kids are overweight which represents an increase of 100 percent over the past 30 years.   Obese workers cost businesses between $1,000 and $6,000 per individual.  It shows no signs of abating.  The statistics get worse as portion sizes increase at the same rate.

There is an equal division about how to address the problem in communications.  The majority of ad campaigns are straight out of the shock-value playbook.  Amputated legs, fat guts and being strangled by sausages are the executions of choice.  It's in your face all the time.  There's no sugar coating the sugar-obsessed crowd.  It attacks the food and beverage industry as the villain.  It's no coincidence that the American Beverage Association is fighting back. 

It's too early to tell if this approach resonates.  Many people refuse to admit that they're obese.  The funny and jovial fat person is still worshipped on TV.  Look no farther than Mike and Molly to know that this stereotype is still alive and well.  What's missing is rewarding behavior change.  Society today needs positive reinforcement.  Like it or not, that's the only way the message is going to cut through.  Shock and awe messaging falls on deaf ears in today's "what's in it for me" world.   The response - that's not me, even if it is.  The mirror is wrong!

The positive side of communicating obesity behavior change has a plethora of campaigns and advocates.  "Let's Move" - America's campaign to raise a healthier generation of kids is championed by Michelle Obama.  ChildObesity180 is an organization aimed at getting school children to be physically active.  The NFL weighs in with Play 60.  Even action heroes are brought into the fray - www.ActionHeroAlliance.com where kids learn how to be an "action" hero. The question is can the warm and fuzzy approach work?  It seems like more coddling behavior.  The very reason we've gotten in this problem.  There is a distinct lack of tough and direct talk. 

What's missing is the personal connection - the "you" factor.  It needs to be about personal responsibility and accountability.  It's a complex communications challenge.  Anti-smoking worked because of the implied threat that was very real, your demise.  Obesity has been condoned for decades.  Allowances are continually made.  Too big for your airline seat?  It's the other passenger's problem.  Shirts don't fit.  That's okay; we'll make 3X and 4X sizes.   

There is no quick-fix communications program.  It's accomplished with one child or adult taking one step at a time. Refuse the super-sized portion.   It's about rewarding effort.  Not fake, half-hearted effort - but real substantive change.  There's no question we're facing an epidemic that we're all paying for, whether we want to admit it or not.  Somewhere the next big PSA idea is taking shape in the form of a provocative campaign that we'll be talking about and referencing for years to come.  It's a chance for the advertising business to once again make a difference for mankind!  I'd love to hear your strategic and creative ideas for solving the obesity crisis.

After seeing what has passed for advertising during the month of January, it's enough to make you want to get out of the business.  Granted, January is often an advertising wasteland.  It's filled with make-goods for ads that didn't run during the holiday season - the reward for buying cheap - something that Mintz & Hoke Media would never do! 

It's one big creative cesspool.  For those with any money left after the holidays, they can stock up on canned goods from various grocery stores if they're so inclined to go in one!  ShopRite started this madness 50 years ago with the "Can Can" sale.  Once that jingle is in your head, it's indelibly etched in your consciousness for life.  ShopRite is giving you an opportunity to super- impose you head on one of the can can dancers - social engagement in its finest form if you're looking to rip on a friend.

Losing weight and working out, standard New Year resolutions, bring their own form of creative malaise.  Weight Watchers is rolling out the affable Round Mound of Rebound, Charles Barkley, to appeal to the macho sports worshipping male demo; his female demographic companion being Jennifer Hudson.  It starts the "points" counting routine.  If you have to count, don't eat it.  Jenny Craig is all about "My Jenny" - as if Jenny has anything to do with it.  Making a personal connection to an impersonal brand is tough. It is all scripted and rehearsed.  None of the weight-loss category work is genuine, lacking The Biggest Loser sense of realness.

The gyms are in lock step with their weight-loss brand brethren.  It's all about price point advertising.  I miss the macho - lift things up and put them down - muscle head from Planet Fitness.  That campaign had real potential to extend the character!  It distinguished the brand in a meaningful way. 

Another yearly entrant is the tax brand.  H&R Block has trotted out the "Second Look" campaign.  Everyone wants a second chance and H&R Block is giving it to them through another look at past tax returns.  They found over $100,000 for residents in Detroit.  Given that city's economic malaise, it's a good thing. 

Publisher's Clearing House is another.  Enough said. 

PSA's seem to litter the unsold advertising inventory.  One that is especially bad is "Feed the Pig."  It's a great concept - helping people save more.  But it is flat out creepy.  Benjamin Bankes, the mascot who looks like he's ready to knock over a bank, makes me want to spend all of my money.  Mascots in commercials should follow the Disney mantra - be seen and not heard.

Let's hope the Super Bowl ads offer up inspiration and creative thinking that makes us proud to be in the business.  May there be ads that create conversation and become a part of our lexicon and culture.  Executions that have the ability to build brands and companies and the careers of creative people.  Hopefully, we'll hit our offices on the day after the Super Bowl and be proud of the work and the industry in which we work.  It hasn't been the case the last couple of years.  Safe, sophomoric and uninspiring creative were the norm rather than the exception.  One thing is for sure.  It has to be better than the January lot of commercials!  On Sunday, I'm rooting for the Giants and the advertising industry.  Don't let us down!

In their January issue, "Connecticut" magazine celebrates Connecticut Success Stories: Best Foot Forward.  A series of vignette articles acknowledge that plenty of great things are going on here in Connecticut, one of which is Hartford's Connecticut Forum.  Yes,

Hartford!  The Connecticut Forum, a gem right before our eyes that isn't fully appreciated for the impact that it makes on the psyche of our greater Hartford community. 

Started back in October of 1992, with the initial event - "The Changing Political Landscape" (if they only knew then), it would have been easy to succumb to the pessimist view that it will never work in Hartford.  Weren't we in the throes of economic despair?  Corporate giving was down.  Where will the community support come from?  These were very real and daunting questions.  Ironically, the same questions we face 20 years later.

At face value, who would have thought that a concept of forums that encourage the free and active exchange of ideas that build bridges among all people and organizations in the Hartford community could work?  It was equally ambitious to think about bringing 2,800 people downtown four times a year. Certainly not in Hartford!

Like any great brand, the Connecticut Forum was built one relationship at a time.  Meeting and exceeding expectations became commonplace with each subsequent forum.  Almost overnight, panelists the likes of Benazir Bhutto, Malcolm Gladwell, Kurt Vonnegut, Bill Moyers and the cast members of the Simpsons learned that there is more to Hartford than insurance companies.  No topic is off limits. You discover new points of view or validate those you hold close.  You come away informed and entertained!  The Forum puts the thought into the notion of "thought leadership."  Many preach it, they live it.

As we head into 2012, there is a lot to be learned from the success of the Connecticut Forum - celebrating their 20^th anniversary.  They are a living testament to having a positive outlook and belief that anything is possible.  I'm sure in their wildest imaginations they wouldn't have believed that a U.S. President would appear at a Forum event.  That dream becomes a reality on March 16^th with the participation of President Bill Clinton.

For those who say it can't happen in Hartford, The Connecticut Forum is living proof that it can.  As brand stewards, the Sugarman's have done everything right - letting the brand evolve and grow while nurturing it along the way.  It is brand blueprint that others in Hartford would be well served to replicate. 

The lesson learned here is a simple one.  Be bold and have conviction in your concept and idea.  Put everything you've got against your passion and believe in yourself.  It worked for The Connecticut Forum, it can work for you.  Make 2012 a great year, no matter what view or passion you pursue.  Greatness is within your reach. 

Bowls are big business for brands and the local economies, with even larger sponsorship price tags attached to them.  Thirty-five bowls vying for brand dollars in a tight sponsorship market climate that only ole Ebenezer would appreciate.  Yet, the majority of the bowls have brands willing to attach their names, both known and obscure, lining up to achieve the Holy Grail of marketing - brand awareness. 

It's a virtual branding smorgasbord.  Some make perfect sense, others make you scratch your head and question why?  You could plan a week of eating out or ordering in based on a few select bowls - Little Caesar's Bowl, Outback Bowl,  Chick-fil-A Bowl,  and Beef 'O'Brady's Bowl - the ultimate in loser's bowl with the not to be missed Florida International and Marshall match-up!

Who doesn't need or want more sports gear?  There's always room for another jersey or tee shirt.  For many, it's all about the gear not the game. Look no further than the Champs Sports Bowl or the New Era Pinstripe Bowl featuring Big East weak sister Rutgers against Iowa State.  Merchandise from that epic struggle is sure to be a collector's item down the road!   Need tickets to any of the games?  Make sure to tune in to the TicketCity Bowl - vendor guys for tickets.  And if funds are low - the Capital One Bowl is for you!

There is a strange attraction among bowl sponsorships and automotive aftermarket brands - the AutoZone Liberty Bowl, Meineke Car Care Bowl and Valero Alamo Bowl.  The majority of college football fans or gamblers tuning into these games don't strike me as the do-it-yourself audience that is the lifeblood that sustains these brands.  Don't forget the MAACO Las Vegas Bowl.  You can take your car to them after you've cracked it up after watching the endless amounts of bowl games with adult beverages in the above-mentioned dining establishments.

Defense brands have entered the fray with the Bell Helicopter Armed Forces Bowl featuring BYU against Tulsa, because neither Navy nor Army qualified, leaving Air Force to be the lone military academy participant in the Military Bowl presented by Northrup Grumman.  You have to question what it buys them.  I doubt many Beltway/Capitol Hill targets have designated these bowls as appointment TV.

There are always obscure brands trying to etch a position into the consciousness of the public through bowl sponsorship.  AdvoCare, another in a long line of MLM (multi-level marketing) entities seeking out "distributors," Taxslayer.com Gator Bowl  - with the claim of being America's best value in tax software and the intention of taking down TurboTax, and Gildan New Mexico Bowl - trying to create a reason to belong in the apparel business.  They've accomplished something.  I'm writing about them.

The key to sponsorship success is finding a property and staking your name to it.  That's what Tostitos has done with the Tostitos Fiesta Bowl - it has stuck and it works.  What's better than that - munchies and a big game.  More often than not, the BCS National Championship Game.  The best sponsorships are built over years where the brand name becomes virtually synonymous with the event.  It is not an in and out game.  Attaching your brand to an event is enticing, especially if it has community ties as an integral element.  But it's not for the faint of heart.  Choose the property you're sponsoring carefully and stick with it.  That's the recipe for sponsorship success.