Sandra O’Loughlin

Consumers usually have a pretty clear idea about brands. Mention Q-tips and women associate the product with cleaning their babies’ ears or removing rings of mascara from their eyes. Coleman brings images of coolers stocked with sodas and beer for family camping trips or backyard barbecues. State Farm like a good neighbor is there or so the ad copy goes. But when that brand perception becomes outdated or no longer adequately reflects the attributes of the product event marketing is a powerful tool to change that image in consumers’ minds.

Verizon Wireless connected with Memphis' African-American community by engaging the enthusiastic choristers from Miracle Temple Sanctuary Apostolic Deliverance Temple and Holy City who vied with finalists from six other congregations in a musical extravaganza called How Sweet the Sound. The gospel-hour-meets-reality-show sing-off drew 11 000 supporters all rooting for their favorite choral group.

Mobile tours are hitting the long and winding road with all kinds of fun stuff this season. From fruit smoothies to toilet tissue to high-tech products like wireless phones and satellite radio everybody’s loading up the vans and semis and heading to sports events outdoor festivals retail parking lots and schools—anywhere there’s a crowd. Hop aboard for a look at some of this year’s best:

AS MARKETERS TRY TO  BUILD WORD-OF-MOUTH BUZZ a few have realized the ultimate influencers may already be on their payrolls. McDonald’s Hewlett-Packard and Amtrak have found that engaging employees as brand ambassadors gives them credibility and the employees a sense of pride. It’s an approach that benefits both sides.