A look in

Communication World, Dec, 2002 by Natasha Spring

Branding starts early. How early? If my daughter is any indication, it starts in the toddler years.

"I like the Barbie ones!" was my 3-year-old's statement in her sweet but insistent little voice when we were out buying shoes. She had spotted the logo and there was no turning back. The battle line had been drawn.

Originally inspired by "Lilli" dolls from Europe, Barbie" was first marketed in the U.S. by Mattel in 1959. A striking blonde with a voluptuous figure Barbie caused quite a stir right from the beginning. But she quickly settled into the preteen toy market.

More than 40 years later, the Barbie brand is ubiquitous. What's more, the motif has extended to toys and clothing items for even very young children. Barbie is also technosavvy. She has an impressive web site (www.barbie.com) that promotes every Barbie item imaginable.

To my daughter, Barbie stands for everything that is fashionable, pretty--and most important, pink. When the people sitting around the table at Mattel developed a brand strategy, they must have calculated the power that a stubborn 3-year-old wields over a weary parent.

To be sure, branding can make us believe we are partaking in something that hits at the heart of what is most important to us: our values, our beliefs and even our dreams. In this issue you can learn more about the power of branding in Katherine Woodall's informative article based on global research conducted by Towers Perrin.

And we have some exciting news to share with our readers. You'll notice a new design in our upcoming February/March issue of Communication World, along with new departments. In addition, we're launching a sister publication online as a new IABC member benefit. Look for it in your e-mail box at the beginning of 2003. As you will see, we're sharpening our own brand.