What makes memorable marketing stick with you isn’t so much an award-winning jingle as much as a respectable message promoted again and again … and again.

Robert Dudley, for example, doesn’t think a company logo has to be all that catchy. Or that trucks have to win national recognition for design. But he isn’t so modest explaining how an aggressive marketing plan he started in 1995 makes customers associate radiant and snowmelt systems with his family’s business, Harris-Dudley Co., Salt Lake City, Utah.