We live in a time where brands are trying to act like people and people are trying to become brands. It’s a paradoxical situation. Corporate brands don’t fit well in peoples’ clothes — and people feel confined by positioning statements and brand personas.
The original brands were people. Here are some long-forgotten brand names: Farmer, Butcher, Baker, Candler, Miller, Shoemaker, Carpenter, Miner, Smith and Gold. These family names were passed on for generations, along with craft skills the names promoted. These people were neighbors and trade was face-to-face.