Size doesn't matter. Branding works for us all.

What is a brand?

Simple. It is a name people trust. A name they associate with the good qualities they seek and a name they associate with the absence of risk.

The concept of “goodness” is universal. It applies to products in exactly the same manner as it does to humans.

Who is a “good” human you approve if? A person who does things you approve of.

Bottom line? Do things that earn approval for your brand.

Now hear this story.

Australia’s Northern Daily just published an article about how local councils have contributed huge sums of money for calico bags to be distributed free to residents

The 13 participating councils are Armidale Dumaresq, Glen Innes, Gunnedah, Guyra, Gwydir, Inverell, Liverpool Plains, Moree, Narrabri, Tamworth, Tenterfield, Uralla and Walcha.

Vanessa Tiernan, project co-ordinator for the Northern Inland Regional Waste Group, said yesterday each of the group's 13 constituent councils had contributed a collective $65,000 to buy 86,000 "Don't Waste" bags.

They would all carry the same "Don't Waste" message, but there would be one difference from council area to council area. In Tamworth, the bags would carry the message "Don't Waste Tamworth", whereas in the other areas, the message would be "Don't Waste Glen Innes" or "Don't Waste Inverell".

Sensible. Where plastic bags are usually used just once or a few times before being discarded, the calico bags are so durable they can be used for months and even years.

Each one of these bags is going to be reused at least 300 times. Assuming even a modest 50 eyeballs each time, 86,000 X 300 X 50 = many, many exposures to a brand that would get approval every time.

Sponsorship of a programme like this in your city can cost you less than you think. Talk to us. Rajiv at badlani.com. See how attractive and economical they can be http://www.badlani.com/bags/