I happily wear my 'Serenade of the Seas' cap and give Royal Caribbean air time, because of fond memories and a willingness to be associated with the brand. That's the best kind of advertising, but for most companies the question is, how to get it? Something must be compelling and personal to the customer -- either the product/service, or the experience -- or be considered desirable enough that people want to be associated with it. Good luck, Maalox.