How often does a President talk about a Brand?

Being the punch line to a CNN article is not bad Buzz.

"Si, Timex," Bush said, thrusting out his wrist to show off a timepiece that had his middle initial, W, on the face. "But I'm not supposed to be endorsing products." - CNN

How do you get people to talk about you even if they are not paid to or supposed to? Good Brand, remarkable product and reporters that ask the right questions.