MONTEREY, CA — How important is a brand name? Very important, especially if you look at one famous example. According to David Seuss of Northern Light.com, the first “modern” brand began over a century ago.
“The first modern brand was inspired by a sermon on a Sunday in 1879,” he said. “It involved the 45th Psalm and the phrase ‘pure as ivory’ stuck in the mind of a parishoner named Harley Proctor. He and his partner, Mr. Gamble, decided to name their first product, Ivory Soap, based on the 45th Psalm.
“In 1881 they ran their first advertisement touting Ivory Soap as being 99 1/4 percent pure,” added Seuss. “This is a tag line with staying power. Ivory is still number one in its category 119 years later.”