Brief History of Branding

and the importance of Brand Experience




Note: this was a presentation given to a group of in...
History? Why should we care?

  • It’s not math or physics with a 1000+ year history
  • With so many “guru’s” critical th...
What are we covering?

  1.A brief history of “branding”, why was it important, and
   what problems shaped the discipline...
Industrial Revolution: Production Capacity up




The ability to mass produce products outstrips
latent demand, product ch...
The Depression: Consumers tighten belts




                   $
The depression in the 30’s puts another dent in
the abili...
War: production capacity Up, more belt tightening




WWII not only increases industrial capacity to
produce goods, but dr...
The Perfect Storm




With enormous production capacity and a
frugal culture, companies latched on to a new
communication ...
Modern Branding 50+ years




                                        100,000+

           $                             p...
So What?

• Modern branding is only a 50+ year old discipline, in its infancy, in its “the
  world is flat mode”


• Modern...
Branding as a theory comes from fast moving
consumer goods

• Average number of brands in a super
  market went from 20,00...
FMCG Brand Experience



For 50 years branding
has been focused here    Product      Communication




                   ...
Aspects of Brand Experience


  FMCG
  brands
                 Product       Communication
focus here




              En...
Aspects of Brand Experience


 Coke
focuses
                Product       Communication
  here




             Environmen...
Aspects of Brand Experience



                                       AT&T
          Product    Communication focuses here...
Aspects of Brand Experience



  Starbucks
                  Product       Communication
focuses here




               E...
Aspects of Brand Experience



   Toyota
                  Product       Communication
focuses here




               Env...
Aspects of Brand Experience



   Flickr
                         Product      Communication
lives here




              ...
Benefits of Holistic Branding

• In 2005, Scion spent the fewest in media dollars for each new vehicle sold at
  $284. Toyo...
The Brand Monolith is Being Challenged




 The monolithic brand is another FMCG hangover
Some Ideas to Think about

• How does branding a “service” company differ from a “product” company


• How are customers a...
Couple of recommended books

• The Cluetrain Manifesto
• No Logo by Naomi Klein
• On Brand by Wally Olins
• Life After the...
About Karl

 Karl Long is a blogger and marketing consultant and can be
 found here:

 Customer Experience, Marketing, & S...
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Brief History Of Branding

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A presentation I gave to a brand design class. the aim was to put branding as a discipline in the context of changing business practices and culture.

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Brief History Of Branding

  1. 1. 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
  2. 2. 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
  3. 3. 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....
  4. 4. Industrial Revolution: Production Capacity up The ability to mass produce products outstrips latent demand, product choice proliferates. Late 19th to early 20th century
  5. 5. The Depression: Consumers tighten belts $ The depression in the 30’s puts another dent in the ability and desire of society to consume
  6. 6. War: production capacity Up, more belt tightening WWII not only increases industrial capacity to produce goods, but drives society to be frugal
  7. 7. 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
  8. 8. Modern Branding 50+ years 100,000+ $ products in one store 1900’s 1930’s 1940’s 1950’s 2000’s Modern Branding Really Takes off Here
  9. 9. 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 interactive, not relationship based, all about the product and the communication around the product
  10. 10. Branding as a theory comes from fast moving consumer goods • Average number of brands in a super market went from 20,000 in 1990 to over 32,000 in 2002 (Food Institute, 2002) • Super Centers 100,000 + SKU’s • The drive to differentiate a product on a shelf is a driving force behind “branding” methodologies and the rise of agencies • All about the packaging, all about the product, all about volume. • Visual, Visceral, Emotional
  11. 11. FMCG Brand Experience For 50 years branding has been focused here Product Communication Environment Behavior
  12. 12. Aspects of Brand Experience FMCG brands Product Communication focus here Environment Behavior
  13. 13. Aspects of Brand Experience Coke focuses Product Communication here Environment Behavior
  14. 14. Aspects of Brand Experience AT&T Product Communication focuses here but should be focusing here, seriously guys a new logo won’t Environment Behavior help
  15. 15. Aspects of Brand Experience Starbucks Product Communication focuses here Environment Behavior
  16. 16. Aspects of Brand Experience Toyota Product Communication focuses here Environment Behavior
  17. 17. Aspects of Brand Experience Flickr Product Communication lives here Environment Behavior Not sure if flickr is an environment
  18. 18. Benefits of Holistic Branding • In 2005, Scion spent the fewest in media dollars for each new vehicle sold at $284. Toyota was $422 and Lexus was $875. Compare those numbers to some of GM’s cars and you see the power of strong branding. Buick was $751, Saturn was $1012, Saab $2,116. • http://ries.typepad.com/ries_blog/2006/03/the_classic_123.html http://www.originofbrands.com
  19. 19. The Brand Monolith is Being Challenged The monolithic brand is another FMCG hangover
  20. 20. Some Ideas to Think about • How does branding a “service” company differ from a “product” company • How are customers actually shaping brands that used to be in the control of brand managers: Flickr.com Myspace.com Google.com Starbucks • Branding apple computer vs branding apple retail stores
  21. 21. Couple of recommended books • The Cluetrain Manifesto • No Logo by Naomi Klein • On Brand by Wally Olins • Life After the 30 Second Spot by Joseph Jaffe
  22. 22. About Karl Karl Long is a blogger and marketing consultant and can be found here: Customer Experience, Marketing, & Strategy - ExperienceCurve.com The Co-Creative Business Show - CustomersOnFire.com email: karl.long@gmail.com and is a regular contributer to: The MarketingProfs Daily Fix - blog.marketingprofs.com Futurelab Marketing Strategy - blog.futurelab.net
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