he term “brand” has become very popular in business and design over the last thirty years. In the 1960s, like in the TV show “Mad Men,” many new brands emerged, covering everything from cigarettes to soap, which helped shape modern marketing.

People have been using the word “brand” since the 19th century, but it actually comes from the Old Norse word “fire-brand.” This referred to a hot piece of wood used to mark property, especially animals.

Now, let’s explore how people used to brand their businesses or products in ancient times and see how it is similar to or different from branding today.

Ancient Babylon (2300 BC)

In ancient Babylon, salespeople called barkers would shout out to tell customers about spices, rugs, wines, and other goods that had arrived by ship. People also posted notices on papyrus paper for various reasons, such as finding lost items or offering rewards for runaway slaves.

Ancient Egypt (3000 BC)

In Ancient Egypt, Greece, and Rome, where many people couldn’t read or write, merchants used visual signs and painted their shops to show what they were selling and what it was for. This is similar to how we use pictures and graphics on digital platforms today.

The writings found on the walls of the ancient city of Pompeii show that words were also used for advertising. Additionally, symbols were used to mark cattle so people could identify who they belonged to, much like how trademarks and logos work today.

Ancient Rome (500 AD)

During Roman times, firebrands began to have different meanings. Some symbols were believed to have magical powers and were thought to protect herds of animals. By the 5th century AD, this practice was common throughout Europe due to the expansion of the Roman Empire. A thousand years later, the Spanish, Portuguese, and English empires spread the use of brands around the world.

As industry grew after these empires expanded, people stopped using wooden firebrands to mark animals. Instead, they used metal branding irons, and the word “brand” came to describe the mark made by these irons.

Branding in Ancient Roman (500 AD) : Source — http://ancientresource.com

The Sung Dynasty (AD 960)

The Sung Dynasty was a period in Chinese history that lasted from 960 to 1279. It was a time of great wealth and technological progress in China. During this era, people invented block printing, paper money, and, most importantly, a printing method that arranged letters differently for each page. Although their language had over 10,000 characters, printing still took a long time. However, these innovations allowed for the first types of branding, like printed wrappers, signboards, and printed advertisements.

Source: Twitter

From The 1600s to the 1700s

In 1625, the first advertisement appeared in an English newspaper, marking the beginning of modern mass media. In 1704, the Boston Newsletter published the first ad in America. Early newspaper ads were simple announcements and often repeated phrases to grab attention, similar to today’s slogans.

During the 1700s, trademarks became common and were important for governments, manufacturers, and consumers. Laws for patents, trademarks, and copyrights were introduced to encourage progress in various fields. Italy established the first patent laws in the late 1400s, and trademark laws helped identify products. Today, trademarks must be registered with national governments, and copyright laws were first passed in England during this time.

1732 — “Content Marketing Evolution”

Benjamin Franklin is seen as a pioneer of content marketing. For twenty-five years, he published Poor Richard’s Almanac under the name Richard Saunders. The almanac featured weather forecasts, poems, recipes, scientific facts, and money-making advice. The story claimed that “Richard Saunders” was a poor farmer who had to publish the almanac to satisfy his wife.

At its peak, the almanac sold about 10,000 copies a year, making it a bestseller. Franklin not only made a profit from the almanac but also greatly increased his printing business.

In 1867, the Hartford Steam Boiler Inspection and Insurance Company launched The Locomotive, which is still their company magazine today.

These examples illustrate the main idea of content marketing: you can attract people to your product or service by providing useful information that shows them why they need it.

Source: Linedin.com

In 1895, John Deere, a company that made farming tools, launched The Furrow. This magazine was very successful because it helped farmers improve their businesses by offering useful tips.

Its success wasn’t just due to the information; it also included interesting stories that people enjoyed reading. By the turn of the century, millions had read The Furrow, and today it has about 550,000 regular readers. The main takeaway is that good content lasts over time, and focusing on the reader keeps them coming back.

The 1750s-1870s: The Industrial Revolution

In the 18th and 19th centuries, Europe and the United States experienced major changes due to new industrial manufacturing techniques. This period marked the start of mass production, giving consumers a wider variety of goods. As a result, companies faced more competition and felt the need to stand out.

This is when trademarks became important. A trademark can be a word, phrase, symbol, design, color, or a mix of these that is registered with a government or has gained meaning through use.

In the 1870s, recognizing the need for trademarks, the U.S. Congress passed the first Trademark Act in 1881. This law allowed companies to legally protect their brand names from imitators and competitors.

This highlights the importance of establishing a unique brand identity, so companies don’t get lost in the crowd. Branding became a serious focus in the 19th century.

From the 1870s to the 1900s: Innovations Start Here

This century saw the rise of companies that would become global leaders, including Coca-Cola (1886), Colgate (1873), Ford Motor Company (1903), Chanel (1909), and LEGO (1932). These brands were pioneers and innovators in their fields.

When they launched, these brands were ahead of their time. Ford was the first to offer American-made gasoline cars, and Chanel introduced women’s suits when such styles were mainly for men. Their uniqueness made them instant market leaders.

During this period, newspapers and magazines became key tools for promoting brands. Print media allowed companies to stand out using words, logos, and illustrations. Advertisements often provided detailed information about how products worked and their features.

1950s and Later

In the 1950s, Chanel changed its advertisements to highlight the status of wearing and owning Chanel instead of just the products. Branding became powerful enough to change how we perceive products. Chanel made the women’s suit fashionable for work, a new idea at the time. This made the brand seem essential for modern women, suggesting that anyone could be glamorous by wearing Chanel.

In 1997, Apple took this a step further with its “Think Different” campaign. This simple campaign transformed how people viewed Apple, even though the brand was struggling. It only featured the company’s name and didn’t show any products, emphasizing that Apple remained a leader in the market. The message was that creative people who want to change the world prefer Apple products.

This campaign changed the approach to marketing and branding, focusing more on connecting with people’s feelings. This marked another evolution in branding during this era.

20th Century: Start of Colorful Packaging and Advertisements

In the 20th century, the invention of plastic made packaging easier, cheaper, and more hygienic, leading to its widespread use. Companies began using the term “brand” to describe the unique packaging designs that set their products apart from competitors.

After World War II, television changed advertising dramatically. Ads could be shown before and after shows, allowing companies to target specific customers and create ads based on their preferences. Brands started to represent more than just the products; they reflected the values and beliefs of their customers.

Marketing became the practice of building brands to increase market share. Strategies were developed to help brands grow into personalities and movements that represented the company’s culture, beliefs, and goals. Branding became lively through catchy radio jingles, phrases, and targeted messages.

First Paid Commercial

The first paid radio commercial aired on WEAF in New York in 1922, promoting a new apartment building nearby. By 1930, nearly 90% of American radio stations were playing advertisements. Manufacturers began sponsoring not just individual programs but entire shows, significantly improving brand identity by making it memorable and relatable.

1960 to 2000: Brand Evolution

As brands evolved, they needed to refresh or reinvent themselves to stay relevant and stand out in a growing market. Companies learned that updating campaign slogans could help boost a brand’s image. In today’s fast-paced environment, brands must innovate quickly to stay ahead of the competition. Even well-known brands benefit from catchy slogans.

For example, L’Oreal’s “Because you’re worth it” (1973), McDonald’s “It’s a great time for the great taste of McDonald’s” (1984), and Folger’s “Folgers in your cup makes waking up the best part of the day” (1984) all helped these companies increase brand recognition.

Coca-Cola has used about 40 different slogans over the years, reflecting both the company and the culture. One of its most iconic ads was the 1971 “Hilltop” commercial featuring the song “I’d Like to Buy the World a Coke.” Though not intended as a slogan, the song became widely recognized and associated with the brand.

This period marks a significant shift in content marketing, as companies began to build brand awareness more effectively.

Creation of Marvel Characters

In the 1980s, comic book heroes became a powerful form of content marketing. Marvel and DC created comics based on action figures like Spider-Man and G.I. Joe, which connected toys with stories for a new generation of kids. This connection continues today with a flood of superhero movies.

LEGO also entered the content marketing space. While The Lego Movie is a major achievement, the launch of Brick Kicks magazine in 1987 helped make LEGO more accessible. The magazine featured product prices, comics, games, contests, and modeling tips.

The term “content marketing” was first used in 1996 by John F. Oppedahl at a journalism convention. This officially recognized a method that had been around for centuries and laid the groundwork for modern content marketing.

2000 Onwards — Beginning of Internet Marketing

The biggest change in content marketing came in the 1990s with the rise of home computers and the internet. This opened new opportunities for marketers through email and websites. Many businesses shifted their budgets from TV and radio to digital marketing, using websites and email newsletters to connect with customers.

Brands created websites to share content and attract more people. They promoted this content through email newsletters to subscribers.

New technologies, from the printing press to radio and television, have made old methods more effective and widespread. While the internet has changed how we do things, the core ideas remain similar. For example, websites now use pop-up ads and autoplay videos to grab attention. Public figures promote products they like on blogs and social media, and businesses can highlight their products through display ads and paid search ads.

Today, marketing focuses on building long-lasting relationships between brands and customers, rather than just selling products. Social media has played a key role in this shift.

Content marketing has changed a lot in the past two decades, mainly due to multi-channel strategies, social media, and search engine optimization (SEO).

Platforms like Facebook, Twitter, LinkedIn, Instagram, and YouTube have quickly become more important than traditional advertising methods. As a result, content creators must be strategic in their approach.

Many well-known companies have adapted their content to fit different online platforms, becoming more flexible and creative to stand out from competitors.

Facebook is the most popular social media app that has transformed branding. It allowed businesses to move beyond traditional advertising methods. Unlike direct mail or TV ads that focus solely on making sales, Facebook enables brands to share engaging content directly in users’ timelines.

When people log into Facebook, they can see not only updates from friends and family but also what their favorite brands are doing. Brands can share various types of promotional content, such as articles, games, freebies, or recipes, making them seem friendly and connected to customers.

Additionally, Facebook ads allow brands to target specific groups. For example, a family doctor can reach people in their local area, making advertising campaigns more focused and effective.

Summary

Brands are now shaped by the messages they communicate, their actions, and consumer opinions. The relationship between companies and customers requires brands to adapt continuously. In today’s competitive market, businesses must not take their brands for granted. The strongest brands are those that evolve while staying true to their core values.

Consumers want a connection with brands, so businesses need to focus on their needs. It’s not just about being “friends” with customers; it’s about being a reliable resource for meaningful interactions.

By understanding customer expectations and including them in your brand strategy, you can create more interest in your products or services.

Today’s audiences are tech-savvy and can easily tell the difference between sponsored and organic content. Branding has shifted from simply selling products to promoting beliefs and values. Most brands now focus on interactive, informative, and versatile content instead of just descriptive messages.

At DEVxHUB, we aim to add brand value to your business through our designs. For us, every client is a commitment to a better, sustainable future.