due to the combination of a 240 page book and a 14 day book loan, i decided my best move was to read the chapters that align most woth this module.
the first chaper explains that the term branding originates from when live sock used to be physically branded with burning irons, a practice ofnover 5000 years. Americans eventuqlly started using ‘earmarks’ on cattle, as it was easier to identify the animals in winter when they may have grown long hair. I always love discovering the context behind modern day things that you wouldnt even realise have such a rich history. the image below is all of the various earmarkings, many of which are still used.
If you’d asked me before reading this book what the actual purpose of a brand was, id probably say something about how it helps seperate one from its competitors. this book, alongside Daniels lectures have shown this to be one of many functions. while uniqueness is its primary function, if you made a brand and only cared about it looking different from others, that wouldnt necessary mean it woukd be successful. Other functions mentioned in the book are…
Sometimes a trademark/brand has the abiity to hold someones attention for more than a split second, perhaps a double take, illusion, pun, puzzle or distorted image. This made me think of the Toblerone trademark, which has a hidden easter egg of a bear. Its nothing crazy, but its more likely to hold a viewers attention than if there was no bear. and thats always the marketing goal, hold your users attention for as long as physically possible.
we discussed this in class, the book states that through the tone of voice a company can say a lot about its products and company values. As humans, when observing something like a logo or product for a mere split second, oyr brains automatically categorise it into pairs of opposites, either aggressive/subtle, natural/technical, tradition/moder etc. this is why its really important to ensure your trademark is well thought out, so people can make the crrect conclusion straight away.
a trademark can gain added value based on the reputation of its comany or product. this value can then be extended t other products/services. The book uses the example of Cartier and Yves Saint Laurent, both of whom use cross branding. this is where they lend their famous trademarks to a long line of products that have very little to do with the original field of operation.
This works especially well because their names are already symbols of status and quality. When these brands apply their trademarks to new categories, like fragrances or collaborations with other products, the trademark carries that prestige and reputation into a totally different market segment.
I find this a really interesting concept, the psychology behind branding is awesome and something i want to explore deeper. the example the book uses is a reference to the Cartier x Ford Lincoln collab. Typically, people who purchase Cartier products would never consider driving a car made by Ford. but due to the reputation of Cartier, suddenly the car became the pinnicle of wealth (for its short existance) and totally desired as a symbol of wealth.
Cartier has also expanded horizontally from selling jewlerry and watches into selling perfume and cosmetics. Without the cartier logo, i doubt many people would care for the scents but the reputation of the brand has the effect of making these feel desirable. fascinating.