The Brand Alphabet

Our discussion about branding and the ladder made me think of a drug marketing class that I had a couple of years ago. Pharma’s recent burst of direct-to-consumer advertising is reflective of their change in marketing strategies. Drug companies have begun to market their products in the same manner as everyone else. They are attempting to create a brand image and earn a reputation with patients.

When we think about brands, our minds often revert to an image or logo that represents the company and which they have engraved in consumers’ minds through advertising. My favorite example of the impact that culture and society have on the way we think is the Brand Alphabet. There are several variations, but you’ll get the point.


Seeing only the first letter in the characteristic “logo” writing, immediately you can recognize the brand that is represented. The ones that are unrecognizable are not prominent players in you consumer habits. This may be a reflection of our society, income, education, and other factors influencing market segmentation.