Have you ever wondered what motivates a consumer to purchase and wear logoed T-shirts? Is it fashion? Comfort? Or something deeper?

Could it be a declaration of their values? A statement about their cultural identity?

We believe consumers often feel – and act on – powerful connections they have with brands. What else explains a $20 Marucci “Honor the Game” T-shirt sellout? Or an entire website devoted to Jack Daniels merchandise – some of which sells for more than the golden liquor itself?

Now, if you’re like most marketers, you’re thinking, “I’d probably give away logoed T-shirts just to get my brand out there.” Or perhaps your marketing plan might even propose paying your customers to wear your logo.

The difference between a purchased T-shirt and a freebie is a measure of the cultural connection its owner feels with that brand, and that’s an opportunity for marketers. The most successful marketers develop and leverage these connections to create powerful bonds with customers that are often stronger and more lasting than price, offer – even convenience.

At Peter Mayer, we produce culturally powerful work that resonates. We specialize in helping clients – from CenturyLink to Zatarain’s – maximize the unique connection they have with customers.

So, if your answer to my opening gambit is “I’m not sure” or “They wouldn’t wear it even if I paid them,” perhaps you need to find and harness the unique culture that is living deep within your brand. It can be a powerful marketing tool.