In spite of the bizarre and sometimes horrifying histories behind these brand names, there is no doubt that these people and their inventions changed the world. There may have been an immense amount of negative energy surrounding them early on, but there were also a lot of positive contributions to society from these flawed individuals. All people are complicated and life is rarely viewable in black and white, there is always that ever important grey area to explore.
Henry Ford, for example, may have had his share of personal flaws and upsetting viewpoints, but what he did contribute to the American economy and society cannot be overlooked. The automobile industry became the backbone of the American economy for several decades thanks to Ford. The autmobile industry today accounts for at least one of every twenty-two American jobs. The only reason that the car is a commonplace feature of American life is because of Ford. He was able to manufacture his affordable Model T and set a new standard for daily life and the future growth of dozens of American cities. The groundbreaking higher wages that Ford paid with his $5 per day initiative set a new standard for the working class and helped make factory and manufaturing work a viable career option.
Imagine the world that Chanel grew up in. She was born poor and abandoned by her father. She lacked emotional connection and faced boundless misogyny in a world where she wasn’t even allowed to vote, much less become a successful entrepreneur. In the face of this adversity she was able to become successful and leave a lasting mark on fashion that survives to this day. Chanel actually created costume jewellery and made it a staple, so that women wouldn’t have to own just one or two key pieces of more expensive jewelry. Instead, a woman could have the option to accessorise her daily outfits with a variety of less expensive, but still flashily appearing jewellery. Chanel also helped rid women of the burdens of elaborate clothing and even more restrictive underclothes. She found difficulty in riding horses in a skirt so, in an act of inspirational feminism, she took the pants right of a male rider and put them on herself, a move that was unheard of at the time. It soon became fashionable for women to wear pants. Add to all that ‘the little black dress’, a simple but elegant staple in many wardrobes.
These are just a few examples of the immense amount of good that has come from these important fixtures in history. In today’s world the art of branding has become an important staple. A brand can be anything from a certain company to an individual, like an actor or singer. The benefits of branding, as they are seen today, include the building of customer loyalty and trust, enhanced product recognition, better product positioning, successful introduction of new products and the building of brand equity. Brand equity is the idea that a brand itself, rather than any one product, can be of great value. This can lead to franchising and a far higher price tag on both stock and sale prices. A brand can also be a status symbol to many, showing that you have the coolest or latest product, regardless of the quality or effectiveness of that product.
It is important to keep those that are famous and well regarded, both in history and in today’s world, off a pedestal. It is easy to glorify those that contribute to culture in a positive way, but there is an old saying about Hollywood: ‘never meet your heroes’. No one is perfect and we all make mistakes in life, some bigger than others. Our imperfections are often considered to be our weaknesses, but they are also a major part of our make-up as individuals. It is my sincere hope that you take away from this book the reminder that we must never forget our history – a rule that should always be carefully regarded – lest we be doomed to repeat it. When you see these products on the shelves or in your own home it’s okay to use them without guilt or negative feeling, because we all know how far away these companies are from their dark pasts. Hopefully, we can remember the history and harbour the knowlege, without taking away from the fantastic products that we’re left with. You can drink that Coke or eat that delicious bowl of Corn Flakes without reproach, but certainly with some enlightening anectodes to share with those close to you.