There’s something about old ads and marketing tactics that we love. In fact, many of the best marketing ideas from the past are used again in the present day. So much so, that when it comes to advertising, we are often guilty of re-inventing the wheel when it comes to advertising.
So what exactly are we doing wrong? Are we making the same basic mistakes over and over? The answer is no. If you look at old ads from the past, they are nothing like the ads from today. Old ads were full of color, used slogans, and most importantly, they had a purpose. The truth is that much of what we do with advertising today is to create a brand identity that is consistent with a business’s image, not one that helps get people to purchase a product.
Brand identity is actually a more complicated issue than you may think. If you haven’t seen it yet, check out this great article about the topic.
Brand identity is often a means to an end (selling a product), but it is often also the end itself. A good example of this is Amazon.com’s recent decision to move away from the “personality” of their “personally identifiable personality” to a more generic brand identity. Amazon is a fairly generic online retailer that is used to provide the same services (books, movies, etc) to an entire market. If you want to buy a book or movie, you go there.
In 1926, the first year of the Great Depression, American marketers had no idea what a “personality” in the sense of an identity meant. They didn’t have a name. They didn’t even have a brand. Just a description like a “person” or “human” was enough to get people to visit a new store. They were not expecting to sell their products, and they were not expecting to find a brand.
If you look around at modern marketing you can start to see what marketing is really about. It’s about how you promote your company in the same way that you would market a car.
This is exactly where you see modern marketing fail. The whole idea behind marketing is selling your company. But when you go find a company that makes a product, you are looking for customers. And when you find a company that makes a product that sells your product, you are looking for the person who wants your product. But there is no such thing as a company that makes a product. There is only a company that does something, and that something is doing something.
So how do you market a company? You market your people. You market the people who work at your company, the people who are in your community, the people who are the customers of your company. You are marketing your people.
In 1926, the marketing department of the United States was a very big place. It was led by a man named Samuel Gompers. Gompers was a giant at the time. He was head of the Bureau of Industry and Commerce, the very same agency we refer to as “the government of the United States.” If you read the newspaper, you’ll see a lot of his famous quotes. This guy was a visionary. He believed in the power of marketing.
Samuel Gompers was an extremely influential figure in the 1920s marketing industry. He was a pioneer in the use of radio, and he was very interested in education. He was also very interested in mass media. He believed that marketing was the key to prosperity and economic growth. He believed that if he could get good people to spend their money on a good product, they would be more likely to buy more products in the future.