00:00In this video, we'll learn
00:01How did branding begin?
00:04The evolution of brand design
00:05Foundations
00:07A look into its origins, trends, and
00:10Future insights
00:11Part 2
00:12Hello, welcome to
00:15The Transcendent
00:16We can scarcely imagine a world
00:29Without a dizzying array of choices
00:31For everything from soap to soda
00:33Before the 20th century
00:35However, consumer choice was minimal
00:37The local general store
00:39Typically offered just one brand of essentials
00:41Like flour or coffee
00:43The dawn of the new century
00:45Heralded a massive shift
00:47The powerful duo of mass production
00:49And sprawling transportation networks
00:51Unleashed an unprecedented flood of options for consumers
00:55For manufacturers
00:56This new era of choice meant fierce competition
01:00To succeed, a product still needed quality
01:03Value, and a solid reputation
01:05However, at this moment
01:08Consideration of any such factors
01:10Was not mere passing interest
01:12It absolutely had to secure a triumphant victory
01:15In the fierce competition
01:16For the attention of a crowded shelf
01:18Or even within the dynamic realm
01:20Of an enticing advertisement
01:22Let's analyze a classic case study
01:25Morton Salt
01:26In 1911
01:28Faced with its first national ad campaign
01:31The company had a problem
01:32Now, salt isn't that exciting as a visual
01:35So how do you make a visually uninspiring commodity
01:38Like salt memorable?
01:40They introduced the Morton Salt Girl
01:42A character designed to brilliantly demonstrate
01:45A key product benefit
01:46That it wouldn't clump in humid weather
01:49The famous slogan
01:50When it rains, it pours
01:52Was born
01:53This incredibly powerful combination
01:56Of a straightforward visual element
01:58And a straightforward message
02:00Created an enormous amount of brand value
02:02And the Morton's brand
02:04Remains a market leader standing strong today
02:06Consider another icon of the era
02:10Michelin
02:11Tires, much like salt
02:13Were purely functional items
02:15So, in 1898
02:18Michelin introduced by Bendham
02:20The friendly figure made from a stack of tires
02:22This approachable mascot
02:24Instantly conveyed durability and reliability
02:27Transforming a faceless industrial product
02:30Into a trusted companion for the road
02:32Both campaigns impeccably expertly utilized branding
02:36To infuse a rich, soulful essence
02:38Into their respective commodities
02:40Successfully demonstrating that an enthralling
02:43Captivating story
02:44Holds equal value and significance
02:46As the product itself
02:48As the marketplace grew increasingly crowded
02:51Companies realized that consistent messaging
02:54And brand management were no longer optional
02:57But essential for survival
02:58A popular strategy was to hammer home
03:01A unique selling proposition USP
03:03The one thing that made them the first
03:05The only or the best choice available
03:08Many adopted a literal approach
03:10Pairing a clear illustration with a direct slogan
03:13A perfect example is RCA
03:15Whose brand became inseparable from the image
03:19Of Nipper the Terrier
03:20Faithfully listening
03:21Attentive to his master's voice
03:24As it plays harmoniously upon a gramophone
03:27Promising spectacular audio excellence
03:29That leaves a lasting impression
03:31Although a few companies began to develop
03:34Their deeper understanding and mastery
03:36Of the art of crafting a distinctive
03:38And robust brand presence
03:40They significantly enhanced
03:41Their overall competitive advantage
03:43In the industry
03:44In the era before refrigerators
03:46When soft drinks were fished out
03:48Of communal ice coolers
03:49Coca-Cola had a breakthrough insight
03:52A unique, carefully contoured bottle
03:55Would be easily recognizable
03:56By merely touching it
03:58Instantly providing a clear distinction
04:00From a sea of competitors
04:01That attempt to resemble it
04:03By the 1940s
04:04This strategy had evolved further
04:06Coca-Cola was no longer
04:08Just selling a beverage
04:09It was marketing an idealized piece
04:12Of the American way of life
04:14Kodak pioneered the democratization
04:16Of photography
04:17Giving ordinary people the tools
04:19To capture and print their own memories
04:21For years
04:23The Kodak name alone
04:24Guaranteed market dominance
04:26As competitors emerged
04:28Kodak resisted the urge
04:30To add complexity
04:31Instead
04:32They doubled down
04:33On their core brand promise
04:35Radical simplicity
04:36Their entire marketing message
04:38Revolved around this idea
04:40Of effortless memory making
04:42The camera was so intuitive
04:44It was marketed as being
04:45Simple enough for a child to use
04:47A brilliant demonstration
04:49Of user-friendly
04:50Or eccentric design
04:51Before the term even existed
04:52A pivotal shift was occurring
04:54The most successful brands
04:56Truly understood
04:57That the future
04:58Was not solely focused
04:59On delivering
05:00Exceptional product features
05:01But rather
05:02They strived to establish
05:04A profound emotional connection
05:06With their audience
05:07Or customers
05:08Advertising initially began
05:10To promote aspirations
05:11Instead of merely selling items
05:14Rather than listing benefits
05:16They promised a better life
05:17Filled with romance
05:18Adventure
05:19Or elevated status
05:21The strategy was to bypass logic
05:23And forge a direct connection
05:25With the core aspects
05:26Of human motivation
05:27This often meant
05:28Tapping into
05:29Deep-seated insecurities
05:31The fear of not being attractive
05:33Smelling good enough
05:34Or popular
05:35As well as undermining
05:36Others' perceived attractiveness
05:38And success
05:38And positioning their product
05:40As the ultimate
05:41And definitive solution
05:43Your breath will no longer
05:45Ruin your life
05:45Brands have frequently guaranteed
05:47A speedy resolution
05:49Your social life
05:50Would no longer be jeopardized
05:52By bad breath
05:53By the late 1950s
05:55The fundamental pillars
05:56Of contemporary brand management
05:58Have been notably
05:59And firmly established
06:01Brand awareness
06:02Visual consistency
06:04Clear messaging
06:05And cultivating audience loyalty
06:07Nevertheless
06:08The market battlefield
06:10Was primarily confined
06:12To the store shelf
06:12Print advertisements
06:14Radio waves
06:15And relatively little reliance
06:17Was placed on
06:18Word-of-mouth promotions
06:19But the arrival of television
06:21And smartphones
06:23Into every single household
06:24And living room
06:25Subsequently
06:26Followed by the emergence
06:28Of the internet
06:28Was about to ignite
06:30A brand new marketing supernova
06:32Revolutionizing the principles
06:34Of interaction
06:35For all time
06:36In 1950
06:37Following the mid-century
06:39Television emerged
06:40As the prominent medium
06:42For disseminating
06:43Advertising messages
06:44Effectively
06:44This significant shift
06:46Compelled businesses
06:47To pivot from
06:48Audio-centric radio ads
06:49And move toward
06:50A more visually engaging format
06:52Consequently
06:53Images assumed
06:54The most powerful
06:56And influential role
06:57In messaging
06:58With the arrival
06:59Of the internet
06:59And now mobile communication
07:01Imagery has become
07:03The foremost method
07:04Through which we express
07:05Ourselves culturally
07:06Corporations promptly
07:07Grasp the vital importance
07:09Of a cohesive visual identity
07:11A distinct brand message
07:13Was absolutely essential
07:14For standing out
07:15Against rival firms
07:16That core message
07:18Had to be completely uniform
07:19Across every single point
07:21Of audience engagement
07:22With the advent
07:23Of exponential growth
07:25In advertising
07:25And the massive dissemination
07:27Of marketing collateral
07:28Through various channels
07:30It's become crucial
07:31For businesses
07:32To deliver tailor-made
07:33Messages effectively
07:34The necessity
07:35Of maintaining
07:36A steadfast core message
07:37Became absolutely critical
07:39Campaigns can continually evolve
07:41And adapt
07:42To successfully maintain
07:43Engagement with audiences
07:45But the brand's
07:46Fundamental identity
07:47Its very brand DNA
07:49Had to remain
07:50Unwavering and consistent
07:52For a masterclass
07:54In brand strategy
07:54We can look at
07:56Volkswagen's
07:561960s campaign
07:58Their core message
07:59Strategically positioned them
08:01As the intelligent choice
08:02For independent
08:03Creative thinkers
08:04Not individuals
08:05Chasing fleeting status
08:07While the layout
08:08Copy and imagery
08:10Transformed in each advertisement
08:12The central brand narrative
08:14Stayed strikingly consistent
08:15Throughout
08:16This is brand strategy 101
08:18A strong core message
08:20Is your anchor
08:21An unsteady
08:22Wobbly narrative
08:23Is like a blurry
08:24Pixelated vector file
08:26It significantly undermines
08:28The final product's quality
08:30Volkswagen's promise
08:31Was always clear
08:33Being different
08:34Is the smarter choice
08:35Avis Renacar's
08:37We Try Harder
08:38Campaign is another
08:39Classic from that era
08:40By openly admitting
08:41They were number two
08:42They instantly built
08:44Trust with their audience
08:45This bold transparency
08:47Didn't just turn
08:48A perceived weakness
08:49Into their biggest strength
08:50It also showed
08:51A level of honesty
08:53And confidence
08:53That their competitors lacked
08:55Making their brand
08:56More relatable
08:57And trustworthy
08:58Their narrative was simple
08:59Because we're not the biggest
09:01Our service has to be the best
09:03This kind of consistency
09:05Is crucial for any brand
09:07If your brand's color palette
09:08Keeps changing randomly
09:10It's like using the wrong CMYK values
09:13For printing
09:13A total disaster
09:14That nobody trusts
09:16In 1971
09:17Coca-Cola launched a commercial
09:19That changed brand storytelling forever
09:22On an Italian hilltop
09:24A diverse group of young people united
09:26Singing songs of harmony
09:28And global unity
09:29Their voices echoing hope
09:31Across borders
09:32For the first time
09:34A global brand's core message
09:36Went beyond product promotion
09:38Embracing a powerful human idea
09:40That resonated worldwide
09:42This was a masterclass
09:44In emotional storyboarding
09:45A brand message
09:46With low opacity
09:47Is like a faint whisper
09:49In the midst
09:49Of a roaring rock concert
09:51It gets completely drowned out
09:53And lost in the noise
09:54Coca-Cola's message
09:56However
09:57Was at 100%
09:58The 1980s
10:00Saw branding break free
10:02From the rigid
10:02Formal corporate style
10:04Of the past
10:05MTV led this revolution
10:07They enthusiastically adopted
10:09A dynamic
10:10Ever-evolving logo
10:11That shifted in style
10:13And design
10:13Celebrated a broad
10:15And inclusive representation
10:16Of diverse cultures
10:18And backgrounds
10:19And embodied a bold
10:20Rebellious
10:21And playfully irreverent
10:23Attitude
10:23That challenged
10:24Conventional norms
10:25Their brand
10:26Wasn't built
10:27On a strict grid
10:28It was designed
10:29To be fluid
10:30Dynamic
10:31And unpredictable
10:32For old school brands
10:34This was like using
10:3510 different fonts
10:36On one poster
10:37Pure chaos
10:39But for MTV
10:40This chaos
10:42Was their identity
10:43Their only rule
10:44Was to break the rules
10:46In the 1990s
10:47As the internet
10:48Exploded
10:49Into mainstream culture
10:50Brands rushed
10:51To establish
10:52An online presence
10:53But many of their
10:54Early websites
10:55Turned out to be
10:56Digital disasters
10:57Poor design
10:58Slow loading times
11:00And a lack of
11:01User-friendly features
11:02Made them more frustrating
11:04Than functional
11:04This was a new frontier
11:06And the rules
11:07Of digital design
11:08Were unwritten
11:09Many brands
11:10Made a classic mistake
11:12They treated their website
11:13Like just another
11:14Digital billboard
11:15Mindlessly pasting
11:16Their print ads
11:17Onto a screen
11:18Without adapting them
11:19For the medium
11:20The result was often
11:21A low-res
11:22Pixelated mess
11:23Completely ignoring
11:24The principles
11:25Of good UX
11:26Worse
11:27Some brands
11:28Stubbornly clung
11:29To outdated visuals
11:30Completely failing
11:31To reflect
11:32Or even acknowledge
11:34The rapidly growing
11:35Demand for diversity
11:36And inclusion
11:37In their brand assets
11:38The rapid rise
11:40Of the internet
11:41And social media
11:42Has transformed communication
11:43By opening up
11:44Innovative
11:45Far-reaching channels
11:46For global engagement
11:47But
11:48It has also introduced
11:49Intricate new challenges
11:51For effective branding
11:52And identity management
11:53How does a brand
11:54Effectively maintain
11:56Its distinct identity
11:57When its logo
11:57Is significantly shrunk
11:59To a tiny favicon
12:00Measuring just a few
12:02Pixels wide
12:02How do we ensure
12:04Visual consistency
12:05Across vastly
12:06Different mediums
12:07Such as a glossy
12:07High-quality
12:09Printed brochure
12:09And a dynamic
12:11Responsive website
12:12It's a formidable challenge
12:14Requiring careful
12:15Design alignment
12:16Getting your colors
12:17Right for both print
12:18CMYK
12:19And screen RGB
12:21Can feel like
12:22Trying to please
12:22Two clients
12:23Who want opposite things
12:24In today's multi-channel world
12:26A brand's unified message
12:28Its values and voice
12:30Must be rock solid
12:31Whether it's in the typography
12:33On a bus shelter ad
12:34Or the character count
12:35Of a social media post
12:37Branding in the modern era
12:39Is exponentially more intricate
12:40And multifaceted
12:42Than it was in 1950
12:43Driven by evolving technology
12:45And consumer expectations
12:47The platforms for communication
12:49Are continuously evolving
12:50Diversifying
12:51And multiplying rapidly
12:53Yet at its core
12:54The essence of the job
12:56Remains consistent
12:57And unchanged
12:58You still need to craft
13:00A strong
13:00Clear
13:01Unique
13:02And compelling message
13:03Your brand's DNA
13:05Then
13:05You need to seize
13:06Every single opportunity
13:08To push that message out
13:09Your brand guidelines
13:10Must be robust enough
13:12To handle everything
13:13From responsive design
13:14On a smartphone
13:15To a large format print ad
13:16It's like designing
13:18A single logo
13:19That appears flawless
13:20Across vastly different scales
13:22From a minuscule favicon
13:23To a colossal billboard
13:25Is a challenging
13:26Yet
13:27Essential task
13:28You can find
13:29All the necessary files
13:31And exercises
13:32To practice
13:32With this video
13:33In the attached files
13:45You can find
13:46To a large format print ad
13:47You can find
13:49You can find
13:50That is
13:50To a large format print ad
