The discipline of brand marketing was created in the 1950s by consumer package goods companies like Procter & Gamble as a way to differentiate their products from their competitors with very similar offerings. Think about the recent example from Mad Men — Ketchup was created by Heinz to stand out versus all of the competitors’ catsups. Like most brand marketing, the product was essentially the same from one manufacturer to the other, but the marketing and the point of difference (commonly referred to today as the brand’s value proposition) was what made the branded product stand out and it served as a platform for all the marketing that surrounds that product.

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