- Let's go back in time to get
a sense of the origin of branding.
First, let's go way, way back.
As soon as that first stone-age human pounded out
that first stone tool, he or she expected recognition,
"I made this," it's a human condition
that we like making things and, when we do,
we want others to know who made it.
Branding began as a simple application
of a symbol, or a mark on a piece of pottery or a brick.
This wasn't simply a way to graffiti
a name on the bottom of a vase.
It was a way to identify who made it
and where he or she lived.
When a guest admired that bowl and noticed
the stamp on the bottom he'd say, "Hey guys,
"I really liked that bowl, I need one too."
And that unique symbol was a clear message
telling the viewer where to go.
For much of our civilization's history,
the general public has been illiterate.
From the 11,000 year old ruins
at Gobekli Tepe to Aboriginal rock art in Australia,
government, commerce and religion have used symbols
and iconography to communicate a message.
Some of these are history's finest treasures.
A 5,000 year old jar from Iran depicts
an ibex to symbolize energy.
The Buddha seated in meditation,
this one from the 16th century,
continues to represent Buddhism today.
Here, a Mayan plate communicates a god of rain.
The Ichthy symbol resembling a fish
identified the early Christian Church.
Jewish communities use the Star of David as a symbol.
While Muslims adopted the color turquoise as an identifier.
It's important to recognize these symbols did
more than simply identify the religion.
They represented the entire belief structure.
Every story, action, and interaction was embodied in them.
By the 18th century, high-end porcelain makers added
a proprietary mark to their pottery.
This increased the value and legitimacy of the object.
Out west, ranchers used a hot brand to mark their cattle.
Hence, the term "branding."
By the 19th century, the industrial revolution
was in full swing and mass-production changed the economy.
Branding managed the job of identifying one teapot
from another of lesser quality.
And just like that bowl in ancient Rome, if I liked it,
I'd look for that same brand again.
For millennia, branding has identified who made the product,
where it came from and its quality.
By the mid 20th century, the competition
was about to get much tougher.