A few days ago I visited The Museum of Brands in London. The museum takes the visitor on a colourful stroll through the branding, advertising and consumerism of the last two hundred or so years. It’s a wonderful microcosm of British social history.
The visit left me with two thoughts. Firstly, it made me feel ancient. A large part of my childhood and the years beyond were in those glass cases. Surely I’m not old enough for my lifetime to become museum worthy! Who else out there remembers Spangles sweets, Jackie magazine, Philadelphia cheese wrapped in silver paper rather than in a plastic tub, Caramac bars (just discovered you can still buy those) and renting instead of buying a TV?
Secondly, it brought home to me how the long-lived brands had evolved over time in order to survive. Much of this evolution was done in baby steps – a change of font for the logo, moving from a metal to plastic packaging or updating the slogan. Companies like Sony have constantly innovated to ensure their products always offer the consumer something new and attractive. Unfortunately Kodak didn’t and was lost in the great tsunami of digital photography.
What has this got to with writing?
It’s a reminder that we should always be looking where we are going with our writing careers. For example the market for womag stories is rapidly shrinking meaning those of us who used to target women’s magazines with our short stories need to find new outlets or try a different form of writing. Attracting an agent for a novel is as difficult as ever – is it time to set a limit on the number of rejections and then start investigating other routes such as the growing number of new independent digital publishers like Hera who accept unagented submissions? Or maybe it’s time to try non-fiction or a different genre?
The important thing is to stay current with what’s going on in the writing world and be proactive to avoid being left behind. Be a Sony not a Kodak! Simon Whaley has been talking about a similar topic on his blog this week.
Incidentally, whilst going through my kitchen cupboards to take the photo accompanying this post, I discovered that most of my tins and packets were supermarket own brands. I wonder what that says for branding in the future?