Branding is a Dangerous Concept Most people point to the early
marking of livestock as the genesis of the modern day concept of
branding. If only that were the case. During those more self-
reliant times, attaching a mark or family name to a product was
a highly symbolic gesture, ascribing one's reputation - and
assuring personal commitment - to a product's value. Today's
modus operandi referred to as "branding" is a corporate,
cosmetic undertaking detached frmo people's personal character.
It took hold in teh 20th century with the advent of mass-
produced products and broadcast media. And its image-driven,
message-obsessed mindset persists despite the radical changes in
the prevailing context and conditions of today's marketplace.
Prior to the industrial age, the marketplace was much like an
open-air farmers' market. Consumers and producers gathered to
exchange value directly. Customers were distrustful and
discerning, so they often looked to others in the community for
information and guidance. Value and trus