The Evolution of Branding

Then and Now

Industrial Revolution

• During this time, packaging was simply stamped with a company name or a serial number– Indicated the origin of the product, not much

more– As competition increased, brands began to take on

a new appearance

50’s

• Unique Selling Proposition (USP)– Each advertisement must say to each reader: "Buy

this product, and you will get this specific benefit.“– The proposition must be one that the competition

either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.

– The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product...!

What is this brand tying to tell you?Who is the man on this ad? Why did they chose him?

60’s

• ESP (Emotional Selling Proposition) • Similar brands perceived as different because

of an “emotional attachment”• These brands differentiate themselves from

each other according to feelings and values they promote in consumers

• Consumers tend to drink/consume the label

What does this brand say to you?

80’s

• OSP (Organizational Selling Proposition)• The corporation behind the brand becomes

the brand

90’s

• BSP (Brand Selling Proposition)• The brand is stronger than the physical

product• Buy the product because of what the brand

says/stands for

2000’s

• MSP(Me Selling Proposition)• This is a generation that believes it's all about

them• Consumers taking ownership of the brands

We are in an era where everything is personalized, would you buy these?

The Future-HBP

• Holistic Buying Proposition

• Complete multisensory brand

• What will this brand look like?