Over 60% of commercial breaks on TV and radio are dominated by individual dealership advertising. Most of them are screaming commercials; selling event, price and payment, with no regard for building the dealership's brand awareness and image. Consumers are in a clutter crisis. One car spot after another, each trying to scream the loudest. Each dealer's effort to break through the clutter is just creating more clutter. Consumers are building immunities. The goal of this workshop is to help the dealer realize he can effectively build his dealership's "brand" while driving retail traffic to his showroom floor. The workshop will give demonstrations of effective use of humor and music to build brand equity.