Last but not least, Lumosity has developed

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1900 - 1960: Branding as a Service
With the emergence of markets, the need for professional branding emerged. It is impossible to say who was first: there were no “branding agencies” as such, there were only advertising agencies. The first of which was William Taylor back in 1786. Ogilvy (then Mather) was founded in 1850. NW Ayer & Son opened in 1861, McCann (then Erickson) was founded in 1902. But until the 20th century, these were niche firms that were only intermediaries between companies and newspapers - at the very beginning, advertising agencies only purchased strips in newspapers, and sold them to companies at a premium. Only at the beginning of the 20th century did agencies begin to offer a full range of services: planning, creating, and executing advertising campaigns.


Portrait of N.W. Ayer, founder of one of the first advertising agencies

One date to note is that in 1901, James Walter Thompson published The Thompson Blue and Red Books of Advertising. Among other things, it discusses “trademark advertising,” laying the foundation for branding.


Thompson's Blue and Red Advertising Books


"Beer is Food," November 17, 1914. The Evening World, New York

In the 1920s, radio advertising emerged. The very first radio commercial was broadcast in New York City in 1922 on station WEAF. The Hawthorne Court Apartments paid $50 for ten minutes of airtime, and it took off. At the time, radio, with its catchy commercials, seemed like a new medium for advertising, but for the first time, brands had to adapt their ideas for the new medium. The first huge change for branding and advertising came with the invention of the printing press: now, advertising was not limited to visuals, but sound appeared. And then, television appeared.


The very first TV commercial opposite this company's website today

The first television commercial was broadcast on July 1, 1941. The Bulova Watches commercial was ten seconds long and was seen by about four thousand people. The post-war economic boom of the 1950s led to an advertising boom, which was amplified by television. Agencies began to grow due to huge budgets for commercials, and the better the commercials colombia number data turned out, the more competitors had to spend on advertising, and it all turned into an obvious cycle. All markets began to experience a historic boom. Every day, new products hit the shelves, and they were all almost the same. Finally, the term “brand management” began to be used. And how did all these products decide to stand out? Mascots.


In the 1950s, mascots seemed like the most straightforward way to brand a product. Their ubiquity has led to the fact that this technique still seems banal. It's a shame, because they work for many brands. Just not for everyone.

At that point, branding became exactly what it is today. With all this new purchasing power during an unprecedented economic boom, where products are almost identical, branding was no longer about the quality or functionality of the product. It became about emotion, status, a sense of belonging.


An advertising agency office in the 1950s.


Think Small, 1959, Doyle Dane Bernbach. The iconic campaign positioned Volkswagen as a nonconformist alternative to American cars.