In our last Surf Science article, Trident discussed the origins of branding. Also; how branding itself developed into what it is today – marketing science. Or, if you’re like Trident and a sceptic at heart – marketing hokum.
Good branding is no guarantee of eternal success – clears throat; Billabong, Quiksilver. Just as bad branding doesn’t mean abject failure; and more’s the pity – ahem, Outsurance. Anyway, although the origins of the word “branding” may be somewhat lost to mainstream consciousness, Trident remains a maverick. We thus fearlessly reminded the Internet that branding comes from having hot iron pressed against living flesh. Fun times.
Trident then likened said sensation of searing iron onto skin as to how companies’ branding is seared onto consumer minds. Well, if we didn’t say it in the previous article, we just said it now, didn’t we?
And of course, all of this has to do with branding in the surf industry context.
Branding, in the context of surfing, remains critical when some of the big logo’s are no longer seen on every second pro surfer’s board. For every Medina, Colapinto, Ewing, Robinson, Smith, Slater, Toledo, et al, there are millions of social media followers who hang on their every word. And who also pay obscenely close attention to the big, colourful stickers adorning their equipment.
So why have branding at all? Aren’t logo-less products just as good?
Yes, there are folks who say the “no name counterpart is just as good as the branded version.” Occasionally this may indeed be the case, but why then leave your product without any distinguishing logo, or colour or slogan?
It’s sorta like painting the best art the world has ever seen then not signing it. An artist is welcome to do that out of some misguided attempt at equality or socialism or some such bollocks, but then good luck convincing anyone it’s your work while starving to death. Here’s the thing you see, in many communist countries, your brilliant work, concept, ideas or creations are seen as state property. That’s awesome when you are a useless individual; but not so kiff when you’re the one coming up with the brilliance. Your great ideas are expropriated comrade.
We digress. Sort of. See, Trident has actually used unbranded (read: cheaper) surf equipment. This we can categorically state not a moer are they on the same level as branded products. Price is important of course, but so is quality. To reiterate the artist example earlier; if your work is good and people know who you are – why wouldn’t you promote it? Via emblems, logos, slogans. Indeed, the science of branding people.
Branding is everywhere, inescapable and inevitable.
Christmas is round the corner, and in a sad way this revered day has become a brand in itself. Nevertheless that’s an entirely different story for now. Anyway, something as cheap as socks can be that much more exciting to receive as a gift with a sweet logo on it. Nicely done Stance. As opposed to receiving a Christmas gift of an unbranded pair of socks. Which for all you know were made from the expropriated hair of convicts wanting to escape from a re-education camp in North Korea or something.
