Chapter 11: Will the Person Who Invented Branding Please Stand-Up?

Each year, since 1908 to be exact, the Wanamaker Mile is held as part of the famed Millrose Games in New York City. The Wanamaker is arguably the most important indoor mile race in the world, and it’s first-place trophy is coveted by middle-distance runners.

It was named after John Wanamaker, the most important retailer the world has ever known (and probably not known) until you read Chapter 11. Oh yes, this is the chapter about branding, which also means it’s a chapter about sky-high advertising and marketing egos, which also means it’s a chapter about nothing that would surprise anyone, other than the advertising egos behind the advertising egos.

But here’s a spoiler alert: Read the chapter anyway.

Read it because I’ll give you my thoughts about branding; messaging; storytelling; some horrible definitions of branding that are in the public domain (and they’re insane); insights into John Wanamaker; and some brand architecture infrastructure.

If you wish, feel free to stand up while reading this chapter.