Trademarks Registration Act, Jan 1 1876 – Bass ale – Renoir
Wave 1 1875-1920
Quality & Consistency – Ivory Soap, Campbells Soup, Quaker Oats
Print, Radio
Wave 2 1920-1965
Character endorsed brands
Betty Crocker, Uncle Ben, Morton Salt girl, Snap, Crackle and Pop, Tony the Tiger
relate to/real/radio voice
(Wave 1 = functional, Wave 2 = emotional)
Wave 3 1965-1985
Brands as self-expressive statements
The brands I use become a statement about who I want you to think I am
Levi’s, Nike, Marlboro, Volkswagen
for first time: status
color tv
Wave 4 1985-2005 brands as an experience
you anticipate and emotional transformation just by virtue of being engaged with that brand
Apple, Starbucks, Disney
cell phone
Wave 5 2005-present – Limbic Brands
The Limbic system is the area of the brain that houses emotion, motivation, behavior and long-term memory.
social isolation
The average person will spend approximately 116 minutes – nearly two hours – on social media every day, which translates over an average lifetime to 5 years and 4 months. This beats time spent eating, drinking, socializing or grooming.
brands guarantee connection
internet
Websites should connect mentally and emotionally
Credibility & Memorability
Dominant Selling Idea & Microscript (built on DSI) – story
not what you say its what people hear/repeat
