{"id":10111,"date":"2024-02-15T09:46:58","date_gmt":"2024-02-15T09:46:58","guid":{"rendered":"https:\/\/blogadmin.merch.vpsvc.com\/hub\/?p=10111"},"modified":"2024-04-12T15:36:20","modified_gmt":"2024-04-12T15:36:20","slug":"history-of-branding","status":"publish","type":"post","link":"https:\/\/blogadmin.vpsvc.com\/hub\/history-of-branding\/","title":{"rendered":"The history of branding (and what it can teach us)"},"content":{"rendered":"<p>We&#8217;re living in the Golden Age of Branding. There are more ways than ever for businesses to carve out their niche in the marketplace and connect directly with their customers and fans. But the history of branding actually goes back centuries. This discipline and art form has evolved over the years to become an essential part of building any successful business.<\/p>\n<p>Branding actually begins in the 1500s, but major shifts took place in the 19th and 20th centuries. Through decades of experimentation and technological advancements, brands have learned how to break through the clutter and capture the attention of their customers, turning indifferent consumers into brand enthusiasts. Learning this fascinating backstory is a vital step in developing your own brand.<\/p>\n<p>In this article, we\u2019ll explore the history of branding: how it got its start, how it&#8217;s evolved over time and where it\u2019s headed in the future.<\/p>\n<h2>History of branding<\/h2>\n<ul>\n<li><a href=\"#section1\">1500s: The beginnings of branding<\/a><\/li>\n<li><a href=\"#section2\">1750s \u2013 1870s: The Industrial Revolution<\/a><\/li>\n<li><a href=\"#section3\">1870s \u2013 1920s: The era of invention<\/a><\/li>\n<li><a href=\"#section4\">1920s \u2013 1950s: Brands on the air<\/a><\/li>\n<li><a href=\"#section5\">1950s \u2013 1960s: The birth of modern branding<\/a><\/li>\n<li><a href=\"#section6\">1960s \u2013 1990s: Branding grows up<\/a><\/li>\n<li><a href=\"#section7\">2000s \u2013 Today: Beyond basic branding<\/a><\/li>\n<\/ul>\n<h2><a name=\"section1\"><\/a>1500s: The beginnings of branding<\/h2>\n<p><span style=\"font-weight: 400\">In Ancient Norse, a Scandinavian language, the word \u201cbrandr\u201d means \u201cto burn.\u201d Originally, a brand was a burning piece of wood and later described as a torch. By the 1500s, it became common to brand cattle in order to show ownership.<\/span><\/p>\n\n<figure data-id=\"215922\" id=\"mediaattachment_215922\"  class=\"\">\n    <img width=\"590\" height=\"447\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/cattle_brands_2\/cattle_brands_2.jpg\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14742 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_590,h_447,c_scale\/f_auto,q_auto\/v1712936140\/ideas-and-advice-prod\/blogadmin\/cattle_brands_2\/cattle_brands_2.jpg?_i=AA\" alt=\"Diagram of ancient cattle brands\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936140\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_590,h_447,c_scale\/f_auto,q_auto\/v1712936140\/ideas-and-advice-prod\/blogadmin\/cattle_brands_2\/cattle_brands_2.jpg?_i=AA 590w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_339,c_scale\/f_auto,q_auto\/v1712936140\/ideas-and-advice-prod\/blogadmin\/cattle_brands_2\/cattle_brands_2.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_187,c_scale\/f_auto,q_auto\/v1712936140\/ideas-and-advice-prod\/blogadmin\/cattle_brands_2\/cattle_brands_2.jpg?_i=AA 248w\" sizes=\"(max-width: 590px) 100vw, 590px\" \/>    <p><em>A diagram of ancient cattle brands via <a  href=\"https:\/\/tshaonline.org\/handbook\/online\/articles\/auc01\" data-track-click data-track-hover >Texas State Historical Association<\/a><\/em><\/p>\n<\/figure>\n\n<p><span style=\"font-weight: 400\">Right from the start, branding was all about making your mark, both literally and figuratively. Each branding mark was unique to the cattle ranch itself. They were simple, distinctive and instantly identifiable\u2014the tried and true pillars of any great brand. Think of these icons like the first product logos. <\/span><\/p>\n<h2><a name=\"section2\"><\/a>1750s \u2013 1870s: The Industrial Revolution<\/h2>\n\n<figure data-id=\"215926\" id=\"mediaattachment_215926\"  class=\"figure--right\">\n    <img width=\"886\" height=\"777\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/SAMSON-Trademark-e1582889716579\/SAMSON-Trademark-e1582889716579.png\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14744 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_886,h_777,c_scale\/f_auto,q_auto\/v1712936142\/ideas-and-advice-prod\/blogadmin\/SAMSON-Trademark-e1582889716579\/SAMSON-Trademark-e1582889716579.png?_i=AA\" alt=\"\" data-format=\"png\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936142\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_886,h_777,c_scale\/f_auto,q_auto\/v1712936142\/ideas-and-advice-prod\/blogadmin\/SAMSON-Trademark-e1582889716579\/SAMSON-Trademark-e1582889716579.png?_i=AA 886w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_743,c_scale\/f_auto,q_auto\/v1712936142\/ideas-and-advice-prod\/blogadmin\/SAMSON-Trademark-e1582889716579\/SAMSON-Trademark-e1582889716579.png?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_568,c_scale\/f_auto,q_auto\/v1712936142\/ideas-and-advice-prod\/blogadmin\/SAMSON-Trademark-e1582889716579\/SAMSON-Trademark-e1582889716579.png?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_392,c_scale\/f_auto,q_auto\/v1712936142\/ideas-and-advice-prod\/blogadmin\/SAMSON-Trademark-e1582889716579\/SAMSON-Trademark-e1582889716579.png?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_217,c_scale\/f_auto,q_auto\/v1712936142\/ideas-and-advice-prod\/blogadmin\/SAMSON-Trademark-e1582889716579\/SAMSON-Trademark-e1582889716579.png?_i=AA 248w\" sizes=\"(max-width: 886px) 100vw, 886px\" \/>    <p><em>Registered in 1884, Samson Ropes is the oldest US trademark still in use today. Via <a  href=\"https:\/\/www.councilofindustry.org\/\" data-track-click data-track-hover >The Council of Industry<\/a><\/em><\/p>\n<\/figure>\n\n<p><span style=\"font-weight: 400\">Europe and the United States transformed during the 18th and 19th centuries with new manufacturing processes. This historical time sparked the advent of the mass production of goods, a result of increased efficiency and technology in the workplace. More products meant more choices for consumers. Since companies now had more competitors than before, there was a sudden need to stand out and take ownership.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Enter the trademark. <\/span><span style=\"font-weight: 400\">A trademark consists of words, phrases, symbols, designs, shapes, and colors legally registered or established by use as representing a company or product.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Registered trademarks rose to prominence in the 1870s, and the U.S. Congress passed its first Trademark Act in 1881. This was the first instance of branding as intellectual property, giving a way for companies to officially claim their products as their own and combat copycats and rivals.<\/span><\/p>\n<h2><a name=\"section3\"><\/a>1870s \u2013 1920s: The era of invention<\/h2>\n<p><span style=\"font-weight: 400\">The turn of the 20th century was a time when technology began to transform everyday life and we got a glimpse of what our future could hold. The Wright Brothers\u2019 historic, inspiring flight in 1903 became an archetype for the creativity, innovation, and imagination that defined the era.<\/span><\/p>\n\n<figure data-id=\"215938\" id=\"mediaattachment_215938\"  class=\"figure--left\">\n    <img width=\"1000\" height=\"1410\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/8fa78701fc4849934f992810f92a3d08\/8fa78701fc4849934f992810f92a3d08.jpg\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14746 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1000,h_1410,c_scale\/f_auto,q_auto\/v1712936144\/ideas-and-advice-prod\/blogadmin\/8fa78701fc4849934f992810f92a3d08\/8fa78701fc4849934f992810f92a3d08.jpg?_i=AA\" alt=\"Black and white Coca-Cola ad\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936144\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1000,h_1410,c_scale\/f_auto,q_auto\/v1712936144\/ideas-and-advice-prod\/blogadmin\/8fa78701fc4849934f992810f92a3d08\/8fa78701fc4849934f992810f92a3d08.jpg?_i=AA 1000w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_1195,c_scale\/f_auto,q_auto\/v1712936144\/ideas-and-advice-prod\/blogadmin\/8fa78701fc4849934f992810f92a3d08\/8fa78701fc4849934f992810f92a3d08.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_913,c_scale\/f_auto,q_auto\/v1712936144\/ideas-and-advice-prod\/blogadmin\/8fa78701fc4849934f992810f92a3d08\/8fa78701fc4849934f992810f92a3d08.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_631,c_scale\/f_auto,q_auto\/v1712936144\/ideas-and-advice-prod\/blogadmin\/8fa78701fc4849934f992810f92a3d08\/8fa78701fc4849934f992810f92a3d08.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_349,c_scale\/f_auto,q_auto\/v1712936144\/ideas-and-advice-prod\/blogadmin\/8fa78701fc4849934f992810f92a3d08\/8fa78701fc4849934f992810f92a3d08.jpg?_i=AA 248w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/>    <p><em>1920s Coca-Cola advertisement. Via <a  href=\"http:\/\/www.coca-cola.com\" data-track-click data-track-hover >Coca-Cola<\/a><\/em><\/p>\n<\/figure>\n\n<p><span style=\"font-weight: 400\">The century began with the birth of several iconic companies that would eventually become leading brands around the world. Coca-Cola (introduced in 1886), Colgate (1873), Ford Motor Company (1903), Chanel (1909) and LEGO (1932) were all first-of-their-kind pioneers, trend-setters, and brand-builders. <\/span><\/p>\n<p><span style=\"font-weight: 400\">At the time of their introduction, these brands were ahead of their time. Ford Motor Company offered American-made, gasoline-powered vehicles before anyone else, and Chanel offered suits for women at a time when they\u2019d only been thought of as menswear. These brands were inventive and the first of their kind, which made them instant industry leaders.<\/span><\/p>\n<p>During this era, brands made their mark through newspapers and magazines. Print provided a space where brands could use words, logos, and illustrations to differentiate themselves. Advertisements were often very informational and described exactly how products worked and what they could do.<\/p>\n<h2><a name=\"section4\"><\/a>1920s \u2013 1950s: Brands on the air<\/h2>\n<p><span style=\"font-weight: 400\">Now that production was more efficient, and companies were finding value in officially taking ownership of their products, the next logical step was talking about them in a setting where potential customers would listen. <\/span><\/p>\n<p><span style=\"font-weight: 400\">At the beginning of the 20th century, most radio stations were operated by radio equipment manufacturers and retailers that mostly used their stations to promote their businesses. By the 1920s, radio had become much more popular, and station owners looked to advertising to make their businesses more sustainable. Branding came to life through radio jingles, catchphrases and targeted messaging.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"1920s Hair Dryer Radio Advertisement\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/fFzZ6izllWo?feature=oembed&#038;rel=0\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>The first paid radio commercial aired in 1922 on WEAF in New York, advertising a new apartment complex in the area. By 1930, almost 90% of radio stations in the United States were broadcasting commercials. During this time, manufacturers would not only sponsor advertisements but entire programs as well. This took brand identity to a whole new level. It became audible, memorable and relatable.<\/p>\n<p><iframe loading=\"lazy\" title=\"The World&#039;s First Ever TV Ad\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/lsjc2uDi1OI?feature=oembed&#038;rel=0\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400\">After radio came television. On July 1, 1941, Bulova Watches aired the first television commercial before the broadcast of a New York baseball game. It was just 10 seconds long and seen by only a few thousand people. Just like radio, as television rapidly grew in popularity, companies began taking advantage of the new medium by sponsoring shows and creating commercials. With television, brands could now come into people&#8217;s homes with visuals, words, sound and music, bringing them closer to consumers than ever before.<\/span><\/p>\n<h2><a name=\"section5\"><\/a>1950s \u2013 1960s: The birth of modern branding<\/h2>\n<p><span style=\"font-weight: 400\">The post-World War II era was another transformative time in both product manufacturing and consumer culture. In the US, car culture, the expansion of the middle class, suburbanization and the embrace of television created more even more opportunities for companies to compete to reach new audiences. Think big, loud, highly visible forms of brand recognition: billboards, subway signs, loud architecture, product packaging, and more and more TV commercials, which were enhanced with the creation of color TV in 1953.<\/span><\/p>\n\n<figure data-id=\"215992\" id=\"mediaattachment_215992\"  class=\"figure--right\">\n    <img width=\"640\" height=\"423\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/mcdonalds-arches-logo-filet-fish-card-1967\/mcdonalds-arches-logo-filet-fish-card-1967.jpg\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14748 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_640,h_423,c_scale\/f_auto,q_auto\/v1712936146\/ideas-and-advice-prod\/blogadmin\/mcdonalds-arches-logo-filet-fish-card-1967\/mcdonalds-arches-logo-filet-fish-card-1967.jpg?_i=AA\" alt=\"\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936146\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_640,h_423,c_scale\/f_auto,q_auto\/v1712936146\/ideas-and-advice-prod\/blogadmin\/mcdonalds-arches-logo-filet-fish-card-1967\/mcdonalds-arches-logo-filet-fish-card-1967.jpg?_i=AA 640w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_296,c_scale\/f_auto,q_auto\/v1712936146\/ideas-and-advice-prod\/blogadmin\/mcdonalds-arches-logo-filet-fish-card-1967\/mcdonalds-arches-logo-filet-fish-card-1967.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_163,c_scale\/f_auto,q_auto\/v1712936146\/ideas-and-advice-prod\/blogadmin\/mcdonalds-arches-logo-filet-fish-card-1967\/mcdonalds-arches-logo-filet-fish-card-1967.jpg?_i=AA 248w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>    <p><em>A 1950s McDonald&#8217;s postcard advertisement featuring billboard-style architecture and an eye-catching color scheme. Via <a  href=\"http:\/\/www.mcdonalds.com\" data-track-click data-track-hover >McDonald&#8217;s<\/a><\/em><\/p>\n<\/figure>\n\n<p><span style=\"font-weight: 400\">During this time, companies developed the discipline of brand management (which has largely evolved marketing as we know it today) after more and better competitors started appearing in their industries. Soon, countless products looked and functioned similarly. A brand manager had the task of creating a unique identity for a product to separate from its competitors.<\/span><\/p>\n<p><span style=\"font-weight: 400\">What truly characterized this shift in branding techniques was a move into more emotional advertising. Because competitors offered largely the same product, marketers had to differentiate themselves in other ways.<\/span><\/p>\n<p><span style=\"font-weight: 400\">After studying target consumers, marketers developed a deeper understanding of their audience, which allowed them to tap into their wants and needs. With the right images and messaging, marketers created an emotional connection between their products and their consumers. If<\/span> consumers &#8220;felt&#8221; like they had the better product, they would buy it. Branding had gone from informational to intimate.<\/p>\n<h2><a name=\"section6\"><\/a>1960s \u2013 1990s: Branding grows up<\/h2>\n<p>As brands evolved over the decades, they needed to freshen up or even take on a new identity to stay relevant, cater to changing tastes and differentiate themselves in an ever-growing field.<\/p>\n\n<figure data-id=\"215969\" id=\"mediaattachment_215969\"  class=\"figure--left\">\n    <img width=\"437\" height=\"336\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/walmart-logo-evolution-e1582888109954\/walmart-logo-evolution-e1582888109954.jpg\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14750 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_437,h_336,c_scale\/f_auto,q_auto\/v1712936149\/ideas-and-advice-prod\/blogadmin\/walmart-logo-evolution-e1582888109954\/walmart-logo-evolution-e1582888109954.jpg?_i=AA\" alt=\"walmart logo evolution\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936149\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_437,h_336,c_scale\/f_auto,q_auto\/v1712936149\/ideas-and-advice-prod\/blogadmin\/walmart-logo-evolution-e1582888109954\/walmart-logo-evolution-e1582888109954.jpg?_i=AA 437w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_190,c_scale\/f_auto,q_auto\/v1712936149\/ideas-and-advice-prod\/blogadmin\/walmart-logo-evolution-e1582888109954\/walmart-logo-evolution-e1582888109954.jpg?_i=AA 248w\" sizes=\"(max-width: 437px) 100vw, 437px\" \/>    <p><em>The evolution of the Walmart logo, via <a  href=\"https:\/\/www.walmart.com\/\" data-track-click data-track-hover >Walmart<\/a><\/em><\/p>\n<\/figure>\n\n<p>Consider how the Walmart logo has lightened up over the years. It\u2019s become more approachable and fresh. And along with the logo, the store has also upgraded its <a href=\"https:\/\/corporate.walmart.com\/newsroom\/2019\/06\/05\/the-walmart-vest-gets-an-upgrade-with-new-options-for-associates\"><span style=\"font-weight: 400\">employee uniforms<\/span><\/a><span style=\"font-weight: 400\"> in recent years. The change feels welcome, and in the case of Walmart, rebranding was a natural, much-needed step in the evolution of its brand identity.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Revamping campaign slogans can also play a role in reinventing a brand and taking it to the next level. The fast pace of modern branding gives brands a need to constantly stay ahead of their competitors. Sometimes, all it takes is a great slogan, even if the brand is already well-known. <\/span><span style=\"font-weight: 400\"><br \/>\n<\/span><span style=\"font-weight: 400\"><br \/>\n<\/span><span style=\"font-weight: 400\">Think about L\u2019Oreal\u2019s \u201cBecause you\u2019re worth it\u201d (written in 1973). Or McDonald&#8217;s &#8220;It\u2019s a good time for the great taste of McDonald\u2019s&#8221; (1984). Or Folgers &#8220;The best part of waking up is Folgers in your cup!&#8221; (1984). Each of these slogans took an already prominent brand to a new, more recognizable place on its journey.\u00a0<\/span><b><\/b><\/p>\n\n<figure data-id=\"216000\" id=\"mediaattachment_216000\"  class=\"figure--full\">\n    <img width=\"1600\" height=\"853\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14752 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1600,h_853,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA\" alt=\"\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936135\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1600,h_853,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA 1600w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1448,h_771,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA 1448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1248,h_665,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA 1248w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1048,h_558,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA 1048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_452,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_345,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_238,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_132,c_scale\/f_auto,q_auto\/v1712936135\/ideas-and-advice-prod\/blogadmin\/Think_Different_Apple-1998\/Think_Different_Apple-1998.jpg?_i=AA 248w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>    <p><em>Apple&#8217;s iconic &#8220;Think Different&#8221; campaign transformed the company through a slogan. Via <a  href=\"http:\/\/www.apple.com\" data-track-click data-track-hover >Apple<\/a>.<\/em><\/p>\n<\/figure>\n\n<p>This era of brand evolution also began to transform the retail industry. By the 1990s, stores began to realize that they were more than shelves for countless products. Instead, they could actually curate their offerings and demand better branding from companies.<\/p>\n\n<figure data-id=\"216004\" id=\"mediaattachment_216004\"  class=\"\">\n    <img width=\"937\" height=\"752\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/XXO_DesignerLogos_Horizontal_Download\/XXO_DesignerLogos_Horizontal_Download.jpg\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14754 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_937,h_752,c_scale\/f_auto,q_auto\/v1712936137\/ideas-and-advice-prod\/blogadmin\/XXO_DesignerLogos_Horizontal_Download\/XXO_DesignerLogos_Horizontal_Download.jpg?_i=AA\" alt=\"\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936137\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_937,h_752,c_scale\/f_auto,q_auto\/v1712936137\/ideas-and-advice-prod\/blogadmin\/XXO_DesignerLogos_Horizontal_Download\/XXO_DesignerLogos_Horizontal_Download.jpg?_i=AA 937w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_680,c_scale\/f_auto,q_auto\/v1712936137\/ideas-and-advice-prod\/blogadmin\/XXO_DesignerLogos_Horizontal_Download\/XXO_DesignerLogos_Horizontal_Download.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_520,c_scale\/f_auto,q_auto\/v1712936137\/ideas-and-advice-prod\/blogadmin\/XXO_DesignerLogos_Horizontal_Download\/XXO_DesignerLogos_Horizontal_Download.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_359,c_scale\/f_auto,q_auto\/v1712936137\/ideas-and-advice-prod\/blogadmin\/XXO_DesignerLogos_Horizontal_Download\/XXO_DesignerLogos_Horizontal_Download.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_199,c_scale\/f_auto,q_auto\/v1712936137\/ideas-and-advice-prod\/blogadmin\/XXO_DesignerLogos_Horizontal_Download\/XXO_DesignerLogos_Horizontal_Download.jpg?_i=AA 248w\" sizes=\"(max-width: 937px) 100vw, 937px\" \/>    <p><em>20 years of brand partnerships at Target. Via <a  href=\"http:\/\/www.target.com\" data-track-click data-track-hover >Target<\/a><\/em><\/p>\n<\/figure>\n\n<p>A perfect example of this is Target. For more than 20 years, Target has partnered with designers, artists, celebrities and influencers to fill their shelves and clothing racks with unique products that shoppers can&#8217;t get anywhere else. More, higher quality, better-branded products created a more enticing retail experience, and by demanding better branding, retailers boosted their own brand reputation while pushing companies to create and innovate.<\/p>\n<h2><a name=\"section7\"><\/a>2000s \u2013 Today: Beyond basic branding<\/h2>\n<p><span style=\"font-weight: 400\">We\u2019ve seen how far we\u2019ve come. So where are we now, and where do we go next?<\/span><\/p>\n<p><span style=\"font-weight: 400\">Looking to the future, it\u2019s important to note that we have many more brand options now than we used to, and someone is always being chased by a competitor. It can be harder to stand out, so it\u2019s important to come up with ways to break through the noise.<\/span><\/p>\n\n<figure data-id=\"215930\" id=\"mediaattachment_215930\"  class=\"figure--full\">\n    <img width=\"1683\" height=\"1075\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14756 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1683,h_1075,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA\" alt=\"\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936150\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1683,h_1075,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 1683w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1648,h_1052,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 1648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1448,h_924,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 1448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1248,h_797,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 1248w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1048,h_669,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 1048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_541,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_413,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_286,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_158,c_scale\/f_auto,q_auto\/v1712936150\/ideas-and-advice-prod\/blogadmin\/attachment_76927323-scaled-e1582872292271\/attachment_76927323-scaled-e1582872292271.jpg?_i=AA 248w\" sizes=\"(max-width: 1683px) 100vw, 1683px\" \/>    <p><em>A stunning brand design by <a  href=\"https:\/\/99designs.com\/profiles\/redlogo\" rel=\"nofollow\" data-track-click data-track-hover >RedLogo<\/a> via 99designs by Vista.<\/em><\/p>\n<\/figure>\n\n<p><span style=\"font-weight: 400\">Since the dawn of the digital age in the late 1990s and early 2000s, branding, marketing, and advertising practices differ from historic techniques in many ways. TV advertising trumps print advertising, but social media advertising outdoes them all. Advertisers have more power (like the ability to target a demographic in a Facebook ad) and are becoming more data-driven and strategic. Plus, through apps, vanity URLs and a never-ending supply of custom hashtags, brands have no shortage of ways to dramatically increase brand awareness.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Just look at how Coca-Cola nailed the #ShareACoke campaign. Through a simple change in product packaging, they connected with customers on a personal level, all the while encouraging them to generate content\u2014and by that, we mean using the hashtag over 500,000 times. It helped the brand stay connected, and the future of branding will continue to see constant connectivity as a driving influence.<\/span><\/p>\n\n<figure data-id=\"215973\" id=\"mediaattachment_215973\"  class=\"\">\n    <img width=\"840\" height=\"440\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef.jpg\" loading=\"lazy\" decoding=\"async\" class=\"wp-post-10111 wp-image-14758 size-full\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_840,h_440,c_scale\/f_auto,q_auto\/v1712936147\/ideas-and-advice-prod\/blogadmin\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef.jpg?_i=AA\" alt=\"share a coke - coca cola ad campaign\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936147\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_840,h_440,c_scale\/f_auto,q_auto\/v1712936147\/ideas-and-advice-prod\/blogadmin\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef.jpg?_i=AA 840w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_339,c_scale\/f_auto,q_auto\/v1712936147\/ideas-and-advice-prod\/blogadmin\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_234,c_scale\/f_auto,q_auto\/v1712936147\/ideas-and-advice-prod\/blogadmin\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_129,c_scale\/f_auto,q_auto\/v1712936147\/ideas-and-advice-prod\/blogadmin\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef\/0bc1f2847fcd8429d3deccf0cb9e872a436fb1ef.jpg?_i=AA 248w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/>    <p><em>#ShareaCoke campaign via <a  href=\"https:\/\/us.coca-cola.com\/\" data-track-click data-track-hover >Coca Cola<\/a><\/em><\/p>\n<\/figure>\n\n<p><span style=\"font-weight: 400\">While we certainly have the technology to help make a brand stand out, companies also face major competition that wasn\u2019t the case many years ago. Today, brand reputation isn\u2019t only word of mouth: it\u2019s the word of review. Customer reviews on Amazon, Yelp, Google and Facebook now have tremendous power to influence a brand\u2019s perception. Buyers make decisions based on product ratings, and now more than ever, reputation is everything.<\/span><\/p>\n<p><span style=\"font-weight: 400\">One way brands are cutting through the clutter while tapping into the emotional, &#8220;do-gooder&#8221; lives of consumers is through mission-based branding. Starbucks\u2019 mission statement is, \u201cTo inspire and nurture the human spirit\u2014one person, one cup and one neighborhood at a time.\u201d That\u2019s an ambitious goal for what is ultimately a drive-thru, fast-food chain, but they do it well. With an engaging mobile app, a popular loyalty program, a well-crafted retail experience, signature colors and an unmistakable logo, Starbucks has built a devoted customer following based on its singular mission.<\/span><\/p>\n<div id='gallery-1' class='gallery galleryid-10111 gallery-columns-2 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img width=\"635\" height=\"430\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/warby-parker-uniforms\/warby-parker-uniforms.jpg\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_635,h_430,c_scale\/f_auto,q_auto\/v1712936133\/ideas-and-advice-prod\/blogadmin\/warby-parker-uniforms\/warby-parker-uniforms.jpg?_i=AA\" class=\"attachment-full size-full wp-image-14738\" alt=\"warby parker team\" aria-describedby=\"gallery-1-14738\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936133\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_635,h_430,c_scale\/f_auto,q_auto\/v1712936133\/ideas-and-advice-prod\/blogadmin\/warby-parker-uniforms\/warby-parker-uniforms.jpg?_i=AA 635w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_303,c_scale\/f_auto,q_auto\/v1712936133\/ideas-and-advice-prod\/blogadmin\/warby-parker-uniforms\/warby-parker-uniforms.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_167,c_scale\/f_auto,q_auto\/v1712936133\/ideas-and-advice-prod\/blogadmin\/warby-parker-uniforms\/warby-parker-uniforms.jpg?_i=AA 248w\" sizes=\"(max-width: 635px) 100vw, 635px\" \/>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-14738'>\n\t\t\t\tvia <a href=\"http:\/\/www.warbyparker.com\/\">Warby Parker<\/a>\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img width=\"999\" height=\"676\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/Indonesia_Mobile_App_meta-1-e1582889602682\/Indonesia_Mobile_App_meta-1-e1582889602682.jpg\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_999,h_676,c_scale\/f_auto,q_auto\/v1712936139\/ideas-and-advice-prod\/blogadmin\/Indonesia_Mobile_App_meta-1-e1582889602682\/Indonesia_Mobile_App_meta-1-e1582889602682.jpg?_i=AA\" class=\"attachment-full size-full wp-image-14740\" alt=\"starbucks mobile app next to cup\" aria-describedby=\"gallery-1-14740\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1712936139\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_999,h_676,c_scale\/f_auto,q_auto\/v1712936139\/ideas-and-advice-prod\/blogadmin\/Indonesia_Mobile_App_meta-1-e1582889602682\/Indonesia_Mobile_App_meta-1-e1582889602682.jpg?_i=AA 999w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_573,c_scale\/f_auto,q_auto\/v1712936139\/ideas-and-advice-prod\/blogadmin\/Indonesia_Mobile_App_meta-1-e1582889602682\/Indonesia_Mobile_App_meta-1-e1582889602682.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_438,c_scale\/f_auto,q_auto\/v1712936139\/ideas-and-advice-prod\/blogadmin\/Indonesia_Mobile_App_meta-1-e1582889602682\/Indonesia_Mobile_App_meta-1-e1582889602682.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_303,c_scale\/f_auto,q_auto\/v1712936139\/ideas-and-advice-prod\/blogadmin\/Indonesia_Mobile_App_meta-1-e1582889602682\/Indonesia_Mobile_App_meta-1-e1582889602682.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_167,c_scale\/f_auto,q_auto\/v1712936139\/ideas-and-advice-prod\/blogadmin\/Indonesia_Mobile_App_meta-1-e1582889602682\/Indonesia_Mobile_App_meta-1-e1582889602682.jpg?_i=AA 248w\" sizes=\"(max-width: 999px) 100vw, 999px\" \/>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-14740'>\n\t\t\t\tvia <a href=\"https:\/\/www.starbucks.com\/\">Starbucks<\/a>\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<p><span style=\"font-weight: 400\">Similarly, Warby Parker became a breakout brand with its unique, meaningful brand promise: with every pair of glasses purchased, a pair is distributed to someone in need. After only 10 years in business, the brand was <a href=\"https:\/\/fortune.com\/2019\/05\/30\/warby-parker-founders\/\">valued at $1.7 billion<\/a>. Through social responsibility and great branding, this eyewear brand suddenly feels cooler than Ray-Ban.<\/span><\/p>\n\n<p><span style=\"font-weight: 400\">Brands are also capitalizing on the person-to-person experience of their brick-and-mortar retail stores. <\/span><span style=\"font-weight: 400\">Picture how many significant brands of women\u2019s activewear and athleisure clothing exist right now (Lululemon, Athleta, Fabletics, Under Armour, Adidas by Stella McCartney). <\/span><\/p>\n<p>These brands have to get creative, and many stand out through community involvement and engagement. For example, Lululemon boosts its brand by offering <a href=\"https:\/\/shop.lululemon.com\/story\/vinyasa-yoga-video\"><span style=\"font-weight: 400\">free yoga classes<\/span><\/a><span style=\"font-weight: 400\"> both in its stores and online.<\/span><\/p>\n<div class=\"mceTemp\"><\/div>\n<h2>Make your mark in the history of branding<\/h2>\n<p><span style=\"font-weight: 400\">While innovation and technology will always drive the future of branding, many of those early principles of branding will always stay the same. Consider simple, long-standing concepts like embracing technology, connecting emotionally and evolving with consumers. No matter your industry, no matter your product, these time-tested techniques will serve any brand well.<\/span><br \/>\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-cta-block\">\n    <div class=\"vp-custom-design-cta-block swan swan-custom-cta-block px-6 swan-py-4 section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-3 swan-display-flex span-justify-center\">\n            <div class=\"swan-mr-4\">\n                <div class=\"swan-text-x3large swan-text-black swan-font-secondary swan-mb-5\">\n                    Need great branding?                <\/div>\n\n                <div class=\"swan-text-black swan-text-xm1 text-description\">\n                    Check out all your brand design options and bring your brand to life today.                <\/div>\n            <\/div>\n\n                            <div class=\"vp-custom-design-cta-block-button\">\n                    \n<a href=\"https:\/\/www.vistaprint.com\/design\"\n   title=\"Tell me more\"\n   target=\"\"\n   class=\"swan-button swan-button-skin-primary\"\n    data-tracking-event=\"Navigation Clicked\" data-tracking-event-detail=\"\/hub\/wp-json\/wp\/v2\/posts\/10111;https:\/\/www.vistaprint.com\/design;Content:Text Link;Tell me more\" data-tracking-navigation-detail=\"Tell me more\">\n    Tell me more<\/a>\n                <\/div>\n                                <\/div>\n    <\/div>\n<\/section><br \/>\n<strong>Author: This article was written by Aviva Cantor with input from Sam Lundquist.<\/strong><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;re living in the Golden Age of Branding. There are more ways than ever for businesses to carve out their [&hellip;]<\/p>\n","protected":false},"author":141,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_cloudinary_featured_overwrite":false,"editor_notices":[],"footnotes":""},"categories":[4],"tags":[],"class_list":["post-10111","post","type-post","status-publish","format-standard","hentry","category-branding"],"acf":{"vp_publishing_settings_post_modified":false},"_links":{"self":[{"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/posts\/10111","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/users\/141"}],"replies":[{"embeddable":true,"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/comments?post=10111"}],"version-history":[{"count":8,"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/posts\/10111\/revisions"}],"predecessor-version":[{"id":37237,"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/posts\/10111\/revisions\/37237"}],"wp:attachment":[{"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/media?parent=10111"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/categories?post=10111"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogadmin.vpsvc.com\/hub\/wp-json\/wp\/v2\/tags?post=10111"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}