The 1960s ushered in the Mad Men era of marketing. It was a time where numerous branded products entered the market. As history repeats itself, we thought we would head back in time and analyze the success of 1960s advertising to evaluate how to effectively build a great brand.
Before products became branded, it was easy for companies to sell anything. If your product was good, people would come and buy it. The only thing you needed to ensure was that your product was better than your competitors. Once products started to become branded however, it was very easy for consumers to differentiate between high and low quality products.
Brands in the 1950s such as Procter and Gamble, General Foods, and Unilever were some of the first major companies to successfully utilize brand strategy. This required their brand managers to establish a target audience. Once this was determined, they were able to craft a branded proposition. Its purpose was to showcase the product or company’s function and forge emotional ties to it.
As more and more companies began developing brand strategy, great companies were determined by how well they understood the target consumer and crafted messages that resonated with the target. Brands are more than just words, they are packaging, products, and how people feel and connect with it all. If consumers are not happy with the direction a brand is heading, they will jump ships to a competitor’s product.
Today, consumers are exposed to over 3,000 messages per day. It has become very difficult for them to shift through all of the branding. This is why it is increasingly important to create a great brand that will separate you from the pack and leave a positive, lasting impression in consumers’ minds.
Do you want to revamp your branding? Kraus Marketing specializes in corporate branding. We conduct in-depth interviews to understand your company. Afterwards, our team of creative designers and copywriters work to create a brand that represents the direction you want your company to go in. Contact our team for more information.