Brand as a Reflection of Society and a Colourful Benchmark of History
Earlier this month, I had the opportunity to visit the Museum of Brands in London, England while at an international symposium on brand management and measurement. The Museum of Brands boasts a collection of over 12,000 brands as represented by packaging, posters, toys and games. Given the roots of modern day advertising in London, the collection is well placed. Walking through this incredible collection of brands and representative packaging; I was struck by the role that brands have played in reflecting society and forming somewhat of a social history benchmark overtime. In fact, the Museum of Brands collection spans over 100 years and is organized in a progressive timeline reflecting key events in Britain and much of western society. The brands and packaging, which marked the rise of WW I and WWII were particularly moving. The social reflection of women and family evolved over time despite most of the iconic logos not having changed at all.
The collection was developed by Robert Opie who spent the past 50 years collecting and organizing representative packaging as part of his study of the relationship of consumers and their brands. His collection is featured in his short film on consumer trends, relationship with brands and packaging. Opie pays particular attention to packaging trends and their reflection of consumerism and society in which he boils down successful branding to:
“Brands that have survived from the pre WWII era have had to keep their product relevant and contemporary, but without alienating their customer base by over changing. Obviously, the most important criteria is simply a good product plus an associated strong image.”
An axiom for brands offered by Opie and a collection certainly not to be missed the next time in London!
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