“What a Brand Is” Douglas Atkin

Let’s start by talking briefly about what a brand is, and its history.

A brand originally was a way for a producer of a brand, like a maker of beer, to put their ownership symbol on it and to give it a sense of authenticity. And this was really, really important when the Industrial Revolution happened, because beer or any other product was distributed widely, away from where it was produced. So, for example, Bass beer, which was the first official brand, put the red triangle on its bottle to show that it was real beer; it was consistent high quality. Now all of that has changed. Brands have a completely different function in my mind, because the producer is not king; the consumer is.

More Here: Interviews – Douglas Atkin | The Persuaders | FRONTLINE | PBS

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s