The history of brand.pdf

Five versions of brand

The secret power of brands Week 1

Brandr

Ancient Norse To burn

Brand

950 A piece of wood that’s burning 1385 A torch

1552 The mark made by burning 1665 A mark made on cattle

1827 A trade-mark made on a product 1854 A particular class of goods

1958 The impression of a product in the minds of consumers

V1 1660+

As modern competition emerged… how do I mark my ownership of my property?

© 2010 ENCYCLOPEDIA BRITANNICA, INC.

Maverick 1867

1660+

Brand is a stamp signifies ownership

Protects property

The changing meaning of brand

© 2009 ROBERT JONES

1660 Brand V1: stamp asserting ownership

V2 1820+

As mass-production began… How do I guarantee the quality of my products?

1827

‘The proprietors have added the brand mark “Margam” on each box’

© OXFORD DICTIONARY

1827

‘The proprietors have added the brand mark “Margam” on each box’

1854

‘The ale was of a superior brand’

© OXFORD DICTIONARY

Trademark legislation

USA 1870 UK 1875

1876 1886 1898

© XXX

1906

Thirst-quenching

© COCA-COLA LTD

1820+

Brand is a trademark Signifies quality

Offers functional benefits

Gets Higher prices Higher volumes

1820 Brand V2: trademark ensuring quality




V3 1920+

As mass media took off… How do I use mass media to sell much, much more?

Use press, radio, television to…

Create demand

Create desire

By associating your product with an idea that will make consumers feel better about themselves

© XXX

© XXX

© XXX

1906

Thirst-quenching

1957

Sign of good taste

© COCA-COLA LTD

1920+

Brand is a campaign Giving products desirability

Offers deep emotional benefits

Gets Brand loyalty

Product brands

© XXX

Service brands

© XXX


1920 Brand V3: idea promising pleasure




V4 1980+

As globalisation arrived and markets were deregulated… Can we brand not just products but also companies?

V4 1980+

As globalisation arrived and markets were deregulated… Can we brand not just products but also companies? And make companies feel less like institutions?

Two totally different traditions

Old

Advertising agencies

Campaign

To sell products

3 years

Two totally different traditions

Old

Advertising agencies

Campaign

To sell products

3 years

New

Brand consultancies

Identity

To drive organisations

20 years

1972 Virgin Records 1984 Virgin Atlantic 1994 Virgin Cola 1995 Virgin Money 1997 Virgin Trains 1999 Virgin Mobile 2004 Virgin Galactic 2006 Virgin Media

Corporate brands

Not-for-profit brands

Political brands

Content brands

Place brands

Person brands

Concept brands

The universe of branding

C U LT U R A L

O R G A N I S AT I O N A L

C O M M E R C I A L

P R O D U C T

S E R V I C E

C O N T E N T

C O R P O R A T E

N O T - F O R - P R O F I T

P O L I T I C S

P L A C E

P E R S O N

M O V E M E N T

CENTRALLY CONTROLLED

SOCIALLY CONSTRUCTED


1980+

Brand is identity Creating a sense of meaning for organisations

Offers benefits of belonging

Gets Brand membership More cross-selling



1980 Brand V4: identity inviting belonging




V5 2000+

As social media took off... How do I get more and more people to use my online service?

© GOOGLE

2000+

Brand is platform Making things useful

Offers benefits of participation

Gets Network effects

Five versions of brand

1

1650+ competition

Stamp ownership

Protection of property

2

1820+ mass production

Trademark quality

Functional benefits

Higher prices, higher volumes

3

1920+ mass media

Campaign desirability

Emotional benefits

Brand loyalty

4

1980+ globalisation

Identity belonging

Sense of belonging

Cross-selling

5

2000+

Platform usefulness

Sense of taking part

Network effects






1980 Brand V4: identity inviting belonging


2000 Brand V5: platform for action

Summary

Brand is an old idea

Over the years, it’s worked in at least five different ways

Question

Where will the idea of brand go next?

Documents

The history of brand.pdf