Conventional wisdom says that you want to get your brand out there, no matter what. Sloan Valves, manufacturer of my school’s waterless urinals, has apparently taken that to heart.
Any press is good press, right? After all, by printing their company name here, Sloan enjoys near-constant exposure to potential clients. People will stare at their brand for 10–20 seconds, non-stop, multiple times per day. That’s a blessed eternity in the marketing world. And these customers-to-be wouldn’t dare look away, or they risk a mortifyingly public stain. Guaranteed brand exposure for Sloan!
But did anyone at the company stop to think this through? Yes, your potential clients know your company’s name… but at what cost? Might the eyeballs advantage be offset by the fact that people are literally peeing all over your brand? Every time I empty my bladder, I fortify unfortunate subconscious associations. Through sheer repetition, I’ve established a Pavlovian response: when I see the Sloan logo, I’m hit with this overwhelming urge to give it a golden shower.
In addition, consider the unpleasant sense experiences to which Sloan binds itself:
That sickly unmistakable, ammonial stench.
Another disagreeable association: like any plumbing fixture, Sloan’s waterless urinals get backed up. When they do, a pool of pure, undiluted urine collects in the bowl. Eventually, it “mellows” and develops that golden-brown hue that marks well-ripened waste. Sloan sinks its logo right into the middle of that unhappy puddle.
One last unsavory connotation: the urinal session is one marked by territoriality and self-consciousness for many men. We space ourselves out carefully at the urinal wall, determined not to unwittingly ‘show our hand’ to our fellow evacuees. We concentrate on maintaining a stolid poker face–one that says, “Ha. I’m completely comfortable with whipping out my equipment here.” With all that anxiety floating through our heads, is this really the time you want to burn your brand into our brains? You risk tying your product to every experience of male inadequacy.
In the end, though, Sloan took that risk. And who can blame them? When your business is building toilet parts, maybe you want customers to associate you with human waste. Along these lines, look out for Sloan’s newest campaign slogan: “Sloan Valves. Making shit happen since 1906.”