Instead of placing a typical advertisement in the home airport of its world headquarters, John Deere took a creative approach to remind passengers that they were in Deere territory. Throughout the terminal are banks of seats that are replicas of those used in Deere tractors and construction equipment, providing not only a reminder of the area’s premier business but also providing much greater comfort than the standard seats surrounding them.

It may have been impractical to put an actual tractor or bulldozer on the concourse but the seats convey the same brand identity in an instant. Is there a piece of your product or a tangible aspect of your service that could be repurposed for advertising or brand awareness? A nursery could create planters in a mall or place of worship. A potter could provide ceramic mugs for a coffee shop. A discount store could provide shopping carts to use at an outdoor festival or fair.

Signs, social media posts and other 2-D advertisements are passe. Find a way to bring some dimension into your awareness campaign.

About the Author leadership dots by dr. beth triplett

I'm the chief connector at leadership dots where I serve as "the string" for individuals and organizations. Like stringing pearls together to make a necklace, "being the string" is an intentional way of thinking and behaving – making linkages between things that otherwise appear random or unconnected – whether that be supervising a staff, completing a dissertation or advancing a project in the workplace. I share daily leadership dots on my blog to provide examples of “the string” in action. I use the string philosophy through coaching, consulting and teaching to help others build capacity in themselves and their organizations. I craft analogies and metaphors that help people comprehend complex topics and understand their role in the system. My favorite work involves helping those new to supervision or newly promoted supervisors build confidence and learn the skills necessary to effectively lead their team.

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