Marketing Idioms in the Snow

Everyday life is filled with idioms. Sometimes I think of them as bridges connecting a concept, a service, a product, even a person. After a snowfall, the gates open and I’m at the mercy of a brain that works to find a metaphor, an idiomatic expression, a slice each of the expected, unexpected and infrequently, something on the order of the unimaginable.

My favorite type of snow is the dry, fluffy stuff. It may not pack well to create a snowball or a snowman, but it’s easy to shovel off a driveway or brush off a car. For many skiers, fresh powder is nirvana: how can this get any better?

This kind of snowfall encourages you to look around. The cars are covered like blankets. Flat, open fields are akin to a slice of white bread. The trees look powdered by confectionary sugar. This kind of snow is a visible version of a special aura. Whatever is under the snow takes on another quality. Attributes of beauty, protection, secrecy, purity, freshness are some that come to mind. “Use _____ soap because it’s as pure as the driven snow.”

In this case, snow isn’t all that bad now, is it?