“Linsanity” is in full swing in New York and around the country (if you haven’t heard of him, ask Kobe Bryant, he will explain). He has already made a huge impact on the New York Knicks and the NBA beyond the court. Ratings on MSG Network for the first five games of “Linsanity” have been 87% higher compared to 20 Knicks games prior according to MSN Money. Jeremy Lin jerseys are sold out, and he is filling the seats wherever the Knicks go. Bloomberg reports that for the February 15th game against the Sacramento Kings, the average ticket price increased 26%. Clearly, Jeremy Lin is good for business (see Linfographic from infographicworld.com).

This makes “Linsanity” a huge opportunity for any consumer packaged goods company whose brand aligns well with this high energy, off-the-wall trend regardless of its specific category. Part of the appeal of Linsanity is that people are simply having fun with the trend and creating new Lin phrases. Any brand that could tap into this naming trend with a clever or amusing pun would be an instant top seller.

The following are a few of our picks for best “Linsanity” aligned branding opportunities[...]

<img class="size-medium wp-image-4886 alignleft" src="http://luminositymarketing.com/blog/wp-content/uploads/2011/06/kkte_Image-12-300×200.jpg" alt="" width="206" height="137" /> This past summer I had the pleasure of visiting <a href="http://en.wikipedia.org/wiki/Kykuit" target="_blank">Kykuit</a>, John D. Rockefeller’s “country home." I suppose my interest in exploring the homes of jaw-dropping wealthy individuals reveals my guilty pleasure: I’m a bit of a voyeur at heart. While exploring the grounds, I was struck by the thoughtfulness of <a href="http://www.pbs.org/wgbh/amex/rockefellers/peopleevents/p_rock_n.html" target="_blank">Nelson Rockefeller</a>—the 3rd link in four generations of Rockefellers—in the way he married modern art and the environment at his home. In particular, I admired the Westward-facing, telescopically-fashioned sculpture "<a href="http://www.nytimes.com/2007/09/30/nyregion/nyregionspecial2/30rCOVER.html?pagewanted=all" target="_blank">Triangular Surface in Space</a>," which affords passersby with an artistic viewfinder through which to gaze upon the picturesque Hudson River. In placing the sculpture precisely overlooking the river, Rockefeller elevated both art and nature; he gave art a purpose and made nature a more intimate facet of the property. I’ll always remember this sight; not because I’m a sculpture junkie, but because two seemingly unrelated constructs fused in an interesting way. <a href="http://luminositymarketing.com/blog/?p=4865">[...]</a>

The third installment from our June 2011 Little Luxuries Roundtable discussion on beverages reveals the definite loyalty consumers exhibit toward their favorite beverage brands. We noted several expressions of loyalty espoused by participants (adults 22-35), such as long histories of drinking a particular brand and knowing precisely where (and where not to) find favorite beverages. [...]

Continuing with our latest Little Luxuries research, we’re pleased to bring you the next installment from our June 2011 Roundtable discussion on beverage choices among young adults ages 22-35. This video summary reflects another insight we captured during the session, the important role of heritage in shaping beverage preferences. We were struck by the recurring pattern of consumers choosing beverages in adulthood based on factors that originated in their youth. Interestingly, heritage had different meanings for the various participants, including things such as: ritualistic mealtime habits, fond memories of individual experiences, and connections with cultural identity. [...]

As part of our ongoing Little Luxuries Project, Luminosity is conducting a series of Roundtable focus groups to learn about the specific Little Luxuries product categories favored by different consumer groups. Our June 2011 group focused on favorite beverage brands among young adults ages 22-35.

During this Roundtable, we learned about the role of trusted influencers and how they shape consumer’s beverage choices. Interestingly, influencers highlighted by participants ranged from the inner circle (family members and friends) to extended “acquaintances” (shop keepers and even favorite celebrities). The wide variety of influencer types cited indicates that with so many options available in the beverage category, it doesn’t particularly matter who introduces the consumer to the beverage–just that someone does. [...]