Moos of panic filled the dusty air as cowboys pressed the hot branding iron against the flesh of the cattle out West. This painful exercise, branding, served the purpose of marking ownership of the cow. But the mark on the cow was less important than the reputation of the rancher. For instance, cattle rustlers knew which farmers would overlook the loss of an occasional cow and which were so tough they would hang cattle thieves on sight. Rustlers would avoid stealing cattle with certain brands. The behavior of the rancher became the meaning of the brand.
If you're marketing art, you've probably heard a lot about branding, and you may be wondering how it relates to you. We know companies like Apple, Coke, and McDonald's have the most recognizable brands, but those brands also have meaning. For instance, the McDonald's brand means consistent quality and fast service. . . read more