Brands – 18-35 or 1875?Posted: August 4, 2008
A really short entry this time – keeping to one a week since the middle of the year!
The very first brands were introduced for mass produced packaged goods. Industrialisation moved production from local communities to centralised factories. The manufacturers needed to convince the distrustful market that they could trust the non-local product.
Above (from the UK) two of the oldest ‘brands’ in the world:
Tate & Lyle golden syrup – according the Guinness Book of records is Britain’s oldest brand
Bass a beer – “The Bass Red Triangle is one of the world’s oldest logos and was the first trademark to be registered in Britain. The 1875 Trademarks Registration Act came into effect on 1 January 1876 and that New Year’s Eve, a Bass employee waited overnight outside the registrar’s office, in order to be the first in the queue to register a trademark the next morning. In fact, Bass got the first two registrations, the first being the Bass Red Triangle for their pale ale and the second the Bass Red Diamond for their strong ale.”
So in 1875: a very sceptical audience in highly localised pockets who didn’t trust centralisation. They needed something to signify trust and reliability in their purchase choices, in short something that stood for something they could trust.
Move forward 133 years – the most desired and difficult market segment is that aged 18 – 35 which sounds very like the description of 1875. In this case their trust is gained from a brand which gives them a great and reliable product experience but also understands them, does things with them and not to them and gives them stories. Enough has been written about Jones Soda to prove it.