Sometimes, it’s a fond memory. Sometimes, it’s a color association. Other times, it’s a well-designed logo. Still other times, it’s a cool product, a catchy name, or a memorable ad campaign. Or, maybe it’s a odd-shaped building.

Jerry’s Catfish House in Florence, MS, has got to be the town’s most notable landmark. Not because of the name or logo. But because it’s home to some of the best fried catfish in the Jackson Metro area. And…because the building is shaped like an igloo.

For the life of me, I can’t figure out why Jerry’s landed on the idea of an igloo as an association with fried catfish. But it works…

Where is Jerry’s?”
“It’s in Florence, on Hwy 49…you know, the big igloo.”
“Oh, yeah.”

Whatever works. But the key is, that once they lure you inside the giant igloo, they really do deliver on the product. The catfish is amazing. My mother-in-law will attest to that…

Anyway, Jerry’s is a great example of the relationship between association and experience. If the fish were awful, the igloo wouldn’t pass muster. No one wants to visit a landmark building and eat bad food. Bad food would make the igloo seem ridiculous.

The very fact that the igloo is there seems to set a higher standard…you expect the food to be better. Or, at least different. And, when you experience the food and realize that it really is good, it somehow makes the igloo a whole lot cooler (no pun intended).

That’s the whole point of a brand association. Associations are shortcuts to the brand promise.

Again, I really must try to figure out how they arrived at the idea of an igloo.