At the Boat Shed earlier, a panoply of umbrellas, all silently hawking beer. 

A local brand (above) coexisting with a national brand (below).

The restaurant benefits through three-dimensional advertising that doubles as shade. (Perhaps a more relevant double use than some other umbrellas; after our menus were taken but while I was still deciding if I wanted a beer, I used the umbrellas around me to determine what I might order.)

But the umbrellas were never designed to coexist: They are meant to promote one brand. The Boat Shed clearly benefits, both aesthetically and monetarily, but what of the corporate parents? Does a rising tide lift all umbrellas?

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