The Umbrella - a timeless brand opportunity

Yesterday was the first day in quite a while here in Atlanta where that big yellow thing in the sky was visible all day.  We had soggy fireworks and the ducks were quite happy for a good long time.

Which brings me to the Umbrella - yes it was a valuable commodity for us in the past week, but I do think it doesn't get the proper branding respect it so deserves.

Originally, umbrellas were made to ward off the sun - not rain.  The Chinese started to apply wax for waterproofing purposes, and the trend migrated over to Europe, where it evolved in to a fashion item for the elite.  Nowadays, you can get one on any NY corner for $5-10.00, but utilizing it to market your brand has now gained a better following.

Yes, it's old school, but at an outdoor event, on the city streets, or in your car, the reliable umbrella is a fantastic brand vehicle.