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Hey, Heather, I'm really excited about today's topic.
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I can't wait to nerd out with you for the next five or six episodes.
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What we're going to be doing is talking about the evolution of branding.
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This is something, as Heather said, she likes to nerd out about
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and I'm going to let her takeover for most of the show today.
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So Heather, why don't we start with a bit of a history lesson
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on the evolution of branding.
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Okay, well, I have to begin by saying that this is inspired by
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one of my heroes in branding.
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Debbie Millman.
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This is her five waves of branding.
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And, Debbie Millman is one of the first podcast posts
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with her show design matters.
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It's one of the earliest podcasts.
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She's a designer author speaker, the CMO of Sterling brands.
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She's worked for a huge brands like Pepsi and.
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In this evolution, she describes why we brand and why we buy in her keynote.
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And we're going to kind of synopsize that for you today.
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That's awesome.
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Let's jump right in.
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Okay.
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So the first wave of branding started in 1875.
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We talked a little bit before about how bass ale was the first registered
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trademark in the United States.
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And the first instance of.
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Product placement.
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But the reason why trademarks became important is because
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products weren't safe.
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You know, you had snake oil, salesmen, selling things like arsenic for hair
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oil and all kinds of things like that.
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So the government wanted to get involved to guarantee that
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products were safe and consistent.
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So the first wave of safety, and consistency with trademark.
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meant that there was patents that had to be approved and
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in 1906, the FDA was founded.
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So brands in these times needed that marker of product safety and consistency.
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So branding really came out of an evolution to keep people safe.
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That's very cool.
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It's surprising that that 1875 is actually not that long ago, but it sounds like
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since then a lot has changed as well.
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Right.
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So instead of a brand, just being a marker, like a marker on a crate
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or a marker on cattle, it became a marker from the government saying
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this is safe to consume or to use.
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So then we move into the brand gold rush.
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And so this is an exciting time in graphic design as well, because you start to see
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some of those early world war one posters.
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You start to see propaganda and people are really having fun with
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brand artwork and advertisements.
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So this is where businesses started to spring up everywhere.
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There was a lot of industry going on and to differentiate brands
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like Morton salt came out with characters like the Morton salt girl.
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So actually something interesting about Morton salt is it was the first salt that
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didn't clump when it got damp or wet.
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And that was really important.
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So having the little girl with the umbrella, told a little bit of the brand
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story without giving away all the facts.
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That's awesome to know about the starting of using characters and branding.
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It seems like now everywhere you go, there's a character,
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there's a logo, there's a mascot.
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So how did that now evolve into what we see today?
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Well, character and metaphor really started to take off in 1965.
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So if you look from 1920 to 1965, there used to be all
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kinds of copycats springing up.
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So people were trying to copy each other and to stand out,
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people had to develop a story.
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And it's so similar right now, online, where you have to develop a story.
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So instead of having someone like the Morton salt girl, you get
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something like the Marlboro man, who's like a sexy, rugged cowboy.
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And, you identify with him with cigarette smoking.
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And so people wanted to identify with the character instead of just
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hearing a story, they're starting to identify with this character
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metaphor that brands are creating.
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The fourth wave is experiences and transformation.
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And so this started in 1985 and we see things like, I want my MTV,
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and this is a real shift because consumers are looking for experiences.
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They want to be involved in the trajectory of the brand.
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They want to feel something.
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And, it's a really interesting transition because instead of looking to a movement
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or looking into each other, they're looking for brands to be that movement.
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And so this is where consumerism really takes over in, creating experiences
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and transformations with brands.
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This is my youth growing up in, the mid eighties and nineties.
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So I totally know exactly what you're talking about.
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Well, and, and how can you listen to that without just wanting to scream?
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I want my MTV, you know, and that's when big brother those shows were
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coming out and people were just really looking to identify with something more.
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And that really set the stage for the internet era.
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So you haven't in the two thousands starting with limbic brands.
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And so limbic brands are based on try and brain theory and that's, where
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people have a sense of connection.
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So we're really looking to bring.
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Over people even more as we have access to the internet.
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So brands are becoming a place for community and connections.
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And as it's more digital, people are looking for spaces to belong online.
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So we look for a place to connect to people with similar values
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is, and a great example of this.
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Something like Tom's shoes.
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So they have a very simple design.
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But their philosophy to give back a pair of shoes for every pair purchased is
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something that people want to align with.
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And so it's like we're living out our values through breaths.
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That's awesome.
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I've learned so much here today and I'm really excited for our next few episodes.
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Join us next time, where we're going to be talking about how to take your
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brand beyond trustworthiness and how that ties into sales and the
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impact that you can have in society.
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Awesome.
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Thank you for evolving with us and listening with us.