I think the recent TurboTax ads have done a great job associating themselves with the whole idea of GPS. Many people these days know what a GPS system is and that it helps someone get from destination A to destination B. These TurboTax ads are trying to show their customers that they are very easy to work with and will help you file your taxes every step of the way. The idea of associating a brand with a well known product helps customers understand how easy something can be.