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Publisher’s Corner

The History of Brand Advertising journalofantiques.com

hile branding is and always has been an essential making their businesses more
part of building any successful business, standing sustainable. Branding came to life Publisher
Wout from the crowd is harder than ever with all through radio jingles and catch- Maxine Carter-Lome
the new outlets and avenues available to reach customers, phrases. By 1930, almost 90% of Maxine Carter-Lome journalofantiques@gmail.com
prospects, and fans of the brand. radio stations in the United States Business Manager
From a design standpoint, branding is about were broadcasting commercials. During this time, Jeffrey Lome
discipline and consistency. The most successful brands manufacturers not only sponsored advertisements but jeffrey@journalofantiques.com
are those we can instantly recognize just by seeing their entire programs, as well. This took brand identity Managing Editor
logo or product icon. We instantly recognize these to a whole new level. It became audible, memorable, Judy Gonyeau
companies and their associated products because we grew and relatable. editorial.journalofantiques@gmail.com
up with them or see representations of the brand After radio came television. With television, brands Art Director
everywhere we look. Often, that seemingly personal could now come into people’s homes with visuals, words, Lynn Cotterman
connection gives the more familiar brands the edge when sound, and music, bringing them closer to consumers ads@journalofantiques.com
buyers consider their options. In that decision-making than ever before.
consumer moment—price vs. brand—every penny The 1950s-1960s is considered the era of modern Production
spent on branding yields the desired ROI for a company. branding. Car culture, the expansion of the middle-class, Lynn Cotterman
While the concept of branding dates back to the suburbanization, and the embrace of television created Judy Gonyeau
1500s as a method of identifying ownership, such as in even more opportunities for companies to advertise Jill Montague-Kaitbenski
the branding of cattle, it was the Industrial Revolution their brand and reach new audiences. Billboards, subway
and the advent of the mass production of goods that led signs, eye-catching product packaging, and wild,
to consumer competition and the need to differentiate comedic TV commercials (enhanced with the creation 508-347-1960
one company and its goods from another. of color TV in 1953) were everywhere competing for Toll free:
Registered trademarks (a trademark consists of consumers’ attention. 888-698-0734
words, phrases, symbols, designs, shapes, and colors Helping companies navigate brand building in this Fax: 508-347-0911
legally registered or established by use as representing a new era of product marketing and new advertising Mailing:
company or product) rose to prominence in the 1870s. options was Madison Avenue, a creative industry built P. O. Box 950
This was the first instance of branding as intellectual for the times. And no one was more powerful in this Sturbridge, MA 01566
property, giving companies a way to officially claim their world than David Ogilvy, whose Madison Avenue ad
products as their own and combat copycats and rivals. agency, Ogilvy & Mather, was responsible for branding info@journalofantiques.com
The dawn of the 20th century saw the rise of several 7up as the “Uncola,” and forever associating Hathaway
iconic companies that would eventually become leading shirts with the man with an eye patch. Ogilvy once UPS and FedEx
brands around the world. Colgate (1873), Coca-Cola described branding as “the intangible sum of a product’s Shipping Address:
46 Hall Road
(introduced in 1886), Kellogg’s (1900), J.C. Penney attributes,” and credits “the big idea” as the key to his Sturbridge, MA 01566
(1902), and Ford Motor Company (1903) were all success. “Unless your advertising contains a big idea, it
first-of-their-kind pioneers, trendsetters, and brand- will pass like a ship in the night.” Journal of
builders. These and other companies born in this Social media, where messaging and content can be Antiques and Collectibles
era built their brands by offering new and inventive highly personalized, targeted, and tracked, has been a is published monthly in digital
products. Many of these products and their uses were game-changer yet comes with new challenges for even and bi-monthly in print by
unknown to the modern consumer. Advertising in long-established brands looking to remain visible and Weathervane Enterprises, Inc.
magazines and newspapers helped pave the way by relevant. In this issue, we look at the stories behind such 46 Hall Road
stimulating market interest. brand giants as Stuckey’s, a roadside attraction once as Sturbridge MA 01566.
Print ads in the first few decades of the 20th century recognizable on the horizon as the golden arches are Periodicals postage paid at
tended to be informational in nature – copy-heavy today, and Moxie, created around 1876 as a trademark Sturbridge MA.
descriptions of how a product worked and what it was medicine that went on to become a beverage icon.
used for. Illustrations helped to create a visual reinforce- Although not as visible and popular on store shelves, POSTMASTER:
ment that made the product recognizable in their the brand never fails to evoke nostalgia among the
packaging on store shelves. With so many new and generations that grew up on this sweet soda with a bite. Send address changes to
unknown products flooding the market in these We also explore the branding of M&Ms and the Frisbee, The Journal of Antiques
early-20th century decades, consumers were intimidated and take a stroll down memory lane with some of your and Collectibles
or leery to waste money on something they didn’t know favorite brand icons from childhood. ISSN: (1539-5618)
or think they needed. This educational approach to Companies and products may come and go with the P.O. Box 950
advertising allowed these first-to-market companies to times, but it’s the nostalgia and the branded collectibles Sturbridge, MA 01566
establish a relationship and trust with consumers early left behind that keep their stories and our memories alive. The Journal of Antiques and Collectibles
on. Generations since have grown up with these That’s the power of branding. reserves the right to reject any advertising that
products, companies, and brands. That relationship does not comply with our standards. The
Journal will not be liable for any errors or
continues to give them a competitive advantage in the omissions but will print a correction in the
following issue if notification of such error is
marketplace, now filled with multiple brands and sent by the appropriate deadline. Original
options within a single product category. manuscripts are welcomed by qualified
writers. We assume no responsibility for loss
By the 1920s, radio had become much more popular, Maxine Carter-Lome, Publisher of unsolicited material.
and station owners looked to advertising as a way of Copyright 2022
All rights reserved

4 Journal of Antiques and Collectibles