Credit: Changing society’s attitude to womenīrands are also increasingly driving societal change. Piggly Wiggly, as he named his store, was born and so, too, was the supermarket. He decided there must be a better way and came up with the idea of customers serving themselves and paying on the way out. It made him think of all the general stores he had been in, and how everyone crowded round the counter trying to be served. A litter of hungry pigs were pushing and shoving all trying to get fed. One of the early Thomas Cook travel shops – at Clumber Street, Nottingham Changing the way we shopĬlarence Saunders was travelling on a train through Indiana in 1916 when he looked out of the window and saw a pig farm. Things took off after he ran the first trip to Switzerland, and package tours were born. He identified the route between Harwich and Antwerp as a gateway to northern Europe and started running tours in northern Europe. What started out as arranging train trips for fellow temperance supporters was to evolve after a visit to an International Exhibition in Paris in 1855. Thomas Cook was a Baptist Minister who became a cabinet maker, and though he never planned it, he became a true travel revolutionary. It took the idea of a cola for diabetics which had been launched as ‘no cal’, and broadened out the targeting of the calorie conscious. It proved to be a success, partly because it was sold off counter displays, avoiding any need for both the retailer or customer to talk about what was being sold.ĭiet Pepsi helped drive the diet drinks habit. For pads and bandages, it transformed women’s sanitary hygiene. Kotex is a brand originally developed by Kimberley Clark to use up excess Cellucotton, which had been used in the army in WW1. The new size was approved by parliament and introduced in 2011. It conducted what it called “ the world’s smallest protest”, when it hired a 4’5 tall dwarf to lobby parliament to change the law and allow a 2/3 pint measure of beer to be served. ![]() More recently, BrewDog lobbied and got the law on beer glass sizing changed. It was their pioneering and lobbying that led to the first in-store dispensing service, established in 1888 and then the First Day & Night Store which they launched in Piccadilly Circus in 1925. In short, brands can change the world in which we live.īoots, the chemist, drove change in the retail pharmacy market, but to do so needed to see the law change. They have driven changes to the law, they have shifted perceptions and actions regarding health, they are increasingly playing a role in addressing some of the biggest societal issues of our time - from sustainability to gender and racial prejudice. Brands are also value generators, as people will pay more for products and services where physical and performance differences are minimal.īut brands are also agents of change, and not just of their own performance. In the UK phrases like “bl**dy BMW driver” or “typical Daily Mail reader” have clear connotations that the majority of people understand. ![]() They are units of social currency as they mean something to so many people, so as well as demographics and psychographics there are brandographics. They are both a promise (the offer they make) and a responsibility (the requirement to deliver on that promise). They are a shorthand “label” to whole bundles of associations, both good and bad.
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