Has Branding Really Changed?

Some people say branding has evolved.

First, it was about ramming a burning piece of wood into a cow's ass.

Then, it was about trademarks.

Then it was about innovation.

Then it was about positioning.

Then it was about creating a movement.

Then it was about brand experience.

Now it's storytelling.

In my opinion, the iterations of branding over the course of time has not been an evolutionary experience, but rather akin to putting together pieces of a puzzle.

With each piece, the puzzle of building and marketing a successful brand becomes clearer.

Was branding at one point not about innovation?

Of course not.

Was branding at one point not about building loyalty?

Of course not.

I'm not saying that at certain points in history some components mattered more than others. When competition was more scarce, positioning didn't matter as much.

But was positioning not a part of branding even if we didn't have an official name for it?

Of course not.

To quote Ecclesiastes 1:9: "What has been will be again, what has been done will be done again; there is nothing new under the sun."

Ultimately, the fundamentals of branding have never and will never change.

Engaging your customers will always matter. Staying current and adapting with the times will always matter.

Branding your cow, however?

Idk, ask PETA.