Intro - ​2nd SLIDE

We’re living in the Golden Age of Branding. There are more ways than
ever for businesses to carve out their niche in the marketplace and
connect directly with their customers and fans. But the history of
branding actually goes back centuries. This discipline and art form has
evolved over the years to become an essential part of building any
successful business.

HISTORY-​ 3RD SLIDE

In Ancient Norse, a Scandanavian language, the word “brandr” means

“to burn.” Originally, a brand was a burning piece of wood and later
described a torch. By the 1500s, it became common to brand cattle in
order to show ownership.Right from the start, branding was all about
making your mark, both literally and figuratively. Each branding mark
was unique to the cattle ranch itself. They were simple, distinctive and
instantly identifiable—the tried and true pillars of any great brand. Think
of these icons like the first product logo.

Industrial Revolution 1750’s-1850’s- ​4th SLIDE

Europe and the United States transformed during the 18th and 19th
centuries with new manufacturing processes. This historical time
sparked the advent of the mass production of goods, a result of
increased efficiency and technology in the workplace. More products
meant more choices for consumers. Since companies now had more
competitors than before, there was a sudden need to stand out and take
ownership.

(​Registered in 1884, Samson Ropes is the oldest US trademark still in use today. Via ​The Council of
Industry)​
20th Century - ​5th Slide

The century began with the birth of several iconic companies that would
eventually become leading brands around the world. Coca-Cola
(introduced in 1886), Colgate (1873), Ford Motor Company (1903),
Chanel (1909) and LEGO (1932) were all first-of-their-kind pioneers,
trend-setters, and brand-builders.

At the time of their introduction, these brands were ahead of their time.
Ford Motor Company offered American-made, gasoline-powered
vehicles before anyone else, and Chanel offered suits for women at a
time when they’d only been thought of as menswear. These brands were
inventive and the first of their kind, which made them instant industry
leaders.

1950’s-1960’s: The birth of modern branding - ​6th SLIDE

The post-World War II era was another transformative time in both

product manufacturing and consumer culture. In the US, car culture, the
expansion of the middle-class, suburbanization and the embrace of
television created more even more opportunities for companies to
compete to reach new audiences. Think big, loud, highly visible forms of
brand recognition: billboards, subway signs, loud architecture, product
packaging, and more and more TV commercials, which were enhanced
with the creation of color TV in 1953.

7th SLIDE
Revamping campaign slogans can also play a role in reinventing a brand
and taking it to the next level. The fast pace of modern branding gives
brands a need to constantly stay ahead of their competitors. Sometimes,
all it takes is a great slogan, even if the brand is already well-known.
Think about L’Oreal’s “Because you’re worth it” (written in 1973). Or
McDonald’s “It’s a good time for the great taste of McDonald’s” (1984).
Or Folgers “The best part of waking up is Folgers in your cup!” (1984).
Each of these slogans took an already prominent brand to a new, more
recognizable place on its journey.

2000s-Today: Beyond basic branding ​8th SLIDE

We’ve seen how far we’ve come. So where are we now, and where do
we go next?

Looking to the future, it’s important to note that we have a lot more brand
options now than we used to, and someone is always being chased by a
competitor. It can be harder to stand out, so it’s important to come up
with ways to break through the noise.

SLIDE 9
Just look at how Coca-Cola nailed the #ShareACoke campaign. Through
a simple change in product packaging, they connected with customers
on a personal level, all the while encouraging them to generate
content—and by that, we mean using the hashtag over 500,000 times. It
helped the brand stay connected, and the future of branding will continue
to see constant connectivity as a driving influence.