The Globe and Mail reports in its Friday edition symbols have come in handy for helping consumers remember companies' brands. The Globe's Susan Krashinsky writes TD Canada Trust has its cushy green chair, a symbol of comfort in an industry many consumers find intimidating. TD considered many options -- including slippers and a robe -- and finally landed on the chair. Staples created the "easy button" to suggest the retailer can solve all their shoppers' problems instantly. Labatt may have lost its sponsorship of the NHL to rival Molson, but in 2013 its Budweiser brand launched its Red Light, a real product for sale that people could rig up to go off every time their favourite team scored a goal. That symbol helped to cement the beer brand's link to hockey in consumers' minds. When Scotiabank renamed ING Direct as Tangerine this year, the new spokesman in its ad campaign was shown always holding an orange mug. That symbol was perfect for the approachable image the bank wanted to convey. It already referred to its branches as cafes. There is good reason for companies to try to make a connection: Research has shown that emotional messages can actually lead to higher long-term sales than rational messages.