As an entrepreneur partner and chief creative officer of Invok Brands, Richard Shear’s expertise lies in helping clients uncover the visual heritage of their most iconic brands and using this design equity to help them build and position these brands in ways that inform, connect, and motivate. As a member of the School of Visual Arts founding faculty of the Masters in Branding program, Richard teaches The History of Branding, focusing on the interconnected evolution of global consumer culture and visual history through the last two millennia and its influences on contemporary retail brands.

Mark Kingsley got his start in the music industry, designing packages for the likes of John Coltrane, Pat Metheny, Quincy Jones, Ginger Baker, and Jewel. In 2001, his work for Blue Note Records received a Grammy nomination. Mark then transitioned into the world of corporate branding. At Landor, he was the global creative lead on the Citi account, and as executive strategy director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. His boutique studio, Malcontent, serves independent filmmakers, global advertising firms, fintech startups, arts organizations, living legends, and Pulitzer Prize winners. Mark teaches at the School of Visual Arts Masters in Branding program and recently held the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. He is currently head of brand for the fashion brand Oumlil.

Introduction

The Origins of Consumption
1. Patterns and Prints—Distributors of Information and Meaning
2. An Early Global Consumption Pattern
3. Elizabeth I and the Origins of Consumer Markets
4. British East India Company—One of the First Global Consumer Brands
5. Louis XIV—The Bourgeoisie and the Baroque
6. Josiah Wedgwood—The Beginnings of Modern Merchandising and Brand Identity

The Creation of Markets and Marketing
7. The New Retail Landscape
8. The New Media Landscape
9. The Poster as Brand Builder
10. The Name on the Label (1900s)
11. The 1912 Launch of Crisco—New Products and New Lifestyles
12. Peter Behrens— Brand Identity around the Wars
13. Coco Chanel and the Creation of Chanel No. 5
14. C. Coles Phillips—An Illustrator’s Definition of the Twentieth-Century Woman
15. The Role of the New Consumer
16. Alex Steinweiss and Paul Rand—Two Creative Approaches to New Brand Media

The Modern Brand Landscape
17. The “Greatest Generation” of Brands: Marlboro, Minute Rice, and Mr. Clean
18. The Explosion of Suburban Shopping and the Mall
19. A Revolutionary Decade for Brands
20. The Current Evolution of Retail in Four Steps

Today’s Brand
21. The Twenty-First-Century Hunter-Gatherer Culture and How We Search
22. The Seven Virtues and Retail Brand Experience

Acknowledgments
About the Author
About the Series Editor
Index