Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile. World. Welcome back to the Agile World Podcast. This is Greg Kilstrom.

Over the next few episodes I'm going to talk about the evolution of the brand consumer relationship. I talk about this quite a bit in my book, The Agile Brand.

I go into four different stages of this relationship.

Brand is object, brand as idea, brand is experience, and brand is relationship.

Today we're going to talk about Brand is object.

This really goes back to the beginning of Brands and Branding. And I did my research.

The very first logo on record is the Stella Artois logo. So from in 1366, this logo and not only is it the first logo on record but it has really stood the test of time.

So how many hundreds of years has this logo virtually unchanged really stood the test of time.

The idea of Brand as Object really refers to the idea that when there are a bunch of products on the shelf let's say the way to

differentiate between them is by branding so you know I see either the brand that I recognize or a brand that I like.

I will confess that I'm guilty of sometimes buying products simply based on packaging.

I usually don't buy them again based on packaging if I don't like them, but I will do that sometimes.

I'm sure others do as well.

This idea that back in the day, let alone 1366, but even much more recently, it was actually

enough to be recognized.

It was enough to have a logo or a brand that people could either

you know just simply recognized had seen before had heard about that was really what it took to get a product purchased.

There wasn't that much variety.

There wasn't this idea, this modern idea of I can get a product that is completely tailored to me exactly what I want,

when I want, how I want it.

There were less options, mass manufacturing, you know, let's say relatively new in the in the course of

...