Brief History of Branding
Brief History of Branding and the importance of Brand Experience
Note: this was a presentation given to a group of industrial design students on the topic of branding, with the aim to encourage critical thinking about branding
History? Why should we care?
• It’s not math or physics with a 1000+ year history • With so many “guru’s” critical thinking is... critical
• Debunking Brand Gospel*? • A little history can provide context •The problems that “branding” was solving early on are not the problems of today
*Gospel actually means “good news
What are we covering?
1.A brief history of “branding”, why was it important, and what problems shaped the discipline
2.The importance of Brand Experience, how does the early focus of branding practitioners relate to todays products and services
So on to the brief history....
Industrial Revolution: Production Capacity up
The ability to mass produce products outstrips latent demand, product choice proliferates. Late 19th to early 20th century
The Depression: Consumers tighten belts
$
The depression in the 30’s puts another dent in the ability and desire of society to consume
War: production capacity Up, more belt tightening
WWII not only increases industrial capacity to produce goods, but drives society to be frugal
The Perfect Storm
With enormous production capacity and a frugal culture, companies latched on to a new communication medium and modern branding & advertising is born
Modern Branding 50+ years
$
1900’s 1930’s 1940’s 1950’s
100,000+ products in one store
2000’s
Modern Branding Really Takes off Here
So What?
• Modern branding is only a 50+ year old discipline, in its infancy, in its “the world is flat mode” • Modern branding was born of the television and the need drive consumption to a mass market • Communicating with a mass market required broadcast • Fast Moving Consumer Goods has driven branding for the first 50 years • FMCG - not
Note: this was a presentation given to a group of industrial design students on the topic of branding, with the aim to encourage critical thinking about branding
History? Why should we care?
• It’s not math or physics with a 1000+ year history • With so many “guru’s” critical thinking is... critical
• Debunking Brand Gospel*? • A little history can provide context •The problems that “branding” was solving early on are not the problems of today
*Gospel actually means “good news
What are we covering?
1.A brief history of “branding”, why was it important, and what problems shaped the discipline
2.The importance of Brand Experience, how does the early focus of branding practitioners relate to todays products and services
So on to the brief history....
Industrial Revolution: Production Capacity up
The ability to mass produce products outstrips latent demand, product choice proliferates. Late 19th to early 20th century
The Depression: Consumers tighten belts
$
The depression in the 30’s puts another dent in the ability and desire of society to consume
War: production capacity Up, more belt tightening
WWII not only increases industrial capacity to produce goods, but drives society to be frugal
The Perfect Storm
With enormous production capacity and a frugal culture, companies latched on to a new communication medium and modern branding & advertising is born
Modern Branding 50+ years
$
1900’s 1930’s 1940’s 1950’s
100,000+ products in one store
2000’s
Modern Branding Really Takes off Here
So What?
• Modern branding is only a 50+ year old discipline, in its infancy, in its “the world is flat mode” • Modern branding was born of the television and the need drive consumption to a mass market • Communicating with a mass market required broadcast • Fast Moving Consumer Goods has driven branding for the first 50 years • FMCG - not