“Patterns can grow and adapt to new contexts.”
“But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value?”
“As the digital world evolves, the customer’s ability to inform the brand will outstrip the company’s ability to control it. As a result, the brand is no longer the proprietary tool for the company that founded it but an ongoing negotiation among the founding company, its own workforce, and the customers who have invested in the end product. The added dimension of interface reveals an unparalleled breadth of a brand’s characteristics and gives access that is perpetual and immediate. Therefore, the customer expects the brand to be as responsive and real-time as any medium through which it is accessed, while maintaining consistency no matter how it is experienced.”
“3. Patterns are the way people remember and recognize new value
Repetition of patterns build recognition, but variation in patterns creates relevance and sustains interest. Certain kinds of musical gestures or combinations seem to plug into memory. Melodic patterns become almost addictive, with the linear succession of musical tones perceived as a single entity. People are able to remember an entire song by hearing only a few notes. Countless musical works are composed using only the basic seven notes of an octave, yet the pattern created by these simple building blocks distinguishes most melodies from one another.”
“A brand pattern creates consistency between the Artifacts, Behaviors, and Concepts of a brand. Artifacts, Behaviors, and Concepts are the simple ABC of a new kind of brand consistency. Artifacts are the logos, names, slogans, colors, icons, shapes, sounds, and products of a brand. Behaviors are the states, traits, actions, performance, and response of a brand. Concepts are the plural thoughts and visions that strategically bind an organization. These must become inter-related and interdependent.”
How Brands Were Born: A Brief History of Modern Marketing
The “Mad Men” era of the 1960s was a Cambrian explosion of brands — from cigarettes to soap — that have come to define modern marketing. Understanding how those marketing campaigns began helps to explain why branded products are so ubiquitous today.
There was a time, going back at least 70 years, when all it took to be successful in business was to make a product of good quality. If you offered good coffee, whiskey or beer, people would come to your shop and buy it. And as long as you made sure that your product quality was superior to the competition, you were pretty much set. Well into the 1970s, a savvy consumer could distinguish between high-quality and shabby products quite easily.
And yet, as much as we like to complain about what we buy, it remains a fact that we live in a golden age for quality products. Today, it is much more rare to find cars that consistently break down or kiddie pools that leak. I challenge you to walk into any supermarket and find a product that is not of almost equal quality to the category leader in terms of functional performance. Nevertheless, the companies that were category leader in the early days often still are today. Some represent the “foundational brands,” the companies that in the 1950s and 1960s epitomized the kind of smart marketing that is now ubiquitous. A handful of these marketing leaders are listed in the gallery below. And the reason they have survived the test of time comes down to the discipline of marketing and branding.