So there I was...riding shotgun with my hubs on 1-10 North of San Antonio between Boerne and Leon Springs in bumper to bumper traffic doing my very best impression of a patient, southern-charm schooled belle, quietly enjoying the opportunity to spend time with a loved one and quiet reflection. When really what I was and no doubt will continue to be is an impatient, road-rager, ready and eager for the chance to jump the median in hopes that an escape to the frontage road will keep me moving forward at a good pace.

Did I mention I was riding shotgun and not behind the wheel? So I found myself stuck and staring at the back of a white truck with a very peculiar message that read in bold black letters, "It's not your fault...It's asfault." Well, this just had me perplexed and for the next 15 minutes I distracted my impatience with the slow moving traffic by wondering what did it mean?.... What was not my fault? Why should asfault be the culprit to blame? There was no phone number I could call, no URL I could plug in to my crackberry...just an oddly unusual statement. A construction company of some kind, I guessed, but I wasn't sure.

All I knew is that It had my attention (which is no small feat). I was convinced that this was a clever and well thought out marketing message. I was getting excited. I couldn't wait to see what the driver side of the pick-up had in store for me. A catchy phrase to tie it all together and put things right in my world again....a marketing success story....one I would never forget.

It wasn't much longer that the traffic started to pick up and we were able to work beside the truck....I wish I could tell you about the monumental brilliance of what I found on the side of the truck under the driver's window, but I can't. In fact, I can't even tell you the name of the company, a phone number or even a website address. I have nothing to tell because I couldn't read any of it. The sign was so small and the font appeared to be a faint and unreadable yellow or orange and I never stood a chance to learn more about what this company could provide me.

There is a lesson here, folks. Interesting questions are always intriguing. Vehicle signage works as long as it's done correctly.

• If you are going to brand your wheels, then there are a few things to keep in mind.
• Make sure your URL is clearly found and easy to read. - The purpose of vehicle signage is to increase branding visability and drive traffic to your website where more information can be communicated
• Simple fonts and black or dark text work best
• Make sure the size of the sign is adequate and well balanced with the vehicle
• If you're going to ask a question? Make sure that you it can be answered...
• The tailgate of a truck or the bumper of a car is a great place to display your message, just don't forget about the sides.
• If you are going to spend them money on using your vehicle for marketing, it might be worth it to get an 2nd opinion about your vision from an experienced marketing and advertising agency.