What is an ad, exactly?

All those logos on the boards in hockey rinks,  are those ads?

Most people, if asked, would probably say yes.

But I’ll bet they never jumped up in the middle of a hockey game to make a phone call just because they saw a Verizon logo on the boards.

My vote is a big, fat no – that random collection of logos are most definitely not ads.

Indeed, they are naught but a complete waste of money that could well be spent on real ads.

Like the Home Depot logo in the picture.

But wait, ain’t that just another logo?

Nope.

That logo is an ad.

It’s an ad because it does what an ad is supposed to do; it says something about the brand.

It positions the brand in the consumer’s mind.

Yes, it’s only a logo and yes, it’s upside down, but in this case it is the context in which the logo appears that makes the difference.

This logo is, in effect, an endorsement ad.

To any passerby, it says this professional contractor buys his supplies at Home Depot.

Ergo, Home Depot is the choice of professionals.

See?

Not just a logo after all.

But the logos cluttering up the boards at hockey games?

Their message is simple: Here are a bunch of companies that don’t know how to spend their money effectively.

- Craig Cooper