Book Review: Brands, Trademarks and Good Will: The Story of the Quaker Oats Company

Book Review: Brands, Trademarks and Good Will: The Story of the Quaker Oats Company

BRANDS TRADEMARKS AND GOOD WILL

Author: Arthur F. Marquette
ISBN-13:  First Edition 

Topic:  Early American Brand Marketing

Format:  Hard Cover Book
Language:  English
Publication Year:  1967

REVIEW:

The story of the Quaker Oats company.  Easy to read recounting of how Quaker Oats came to be what it is. Marks one of the first attempts to explore and study brands and the good will associated with them. 

It is amazing how far we have come.  In 1875 a branded approach was rare except for Bon Ami or Bull Durham, now everything seems to be branded.  This book puts together how a vast network of independent mills and distributors were put together in an empire that achieved global dominance.  An excellent foundation of knowledge book if you are involved in marketing or branding.

CONTROVERSY:  The sometimes disturbing look into how brands like "Aunt Jemima" came into being.  The history is, St. Joseph Gazette editor Chris L. Rutt of St. Joseph, Missouri and his friend Charles G. Underwood bought a flour mill in 1888. Rutt and Underwood's Pearl Milling Company faced a glutted flour market, so they sold their excess flour as a ready-made pancake mix in white paper sacks with a trade name (which Arthur F. Marquette dubbed the "last ready-mix"). 

Photographs from the History of Quaker Oats

Rutt reportedly saw a minstrel show featuring the "Old Jemima" song in the fall of 1889 presented by blackface performers identified by Marquette as "Baker & Farrell". However, Doris Witt was unable to confirm Marquette's account. Witt suggests that Rutt might have witnessed a vaudeville performance byPete F. Baker, who played a character described in newspapers of that era as "Aunt Jemima". If this is correct, the original inspiration for the Aunt Jemima character was a white male in whiten face, who some have described as a German immigrant.

Marquette recounts that the actor playing Aunt Jemima wore an apron and kerchief, and Rutt appropriated this Aunt Jemima character to market the Pearl Milling Company pancake mix in late 1889 after viewing a minstrel show. However, Rutt and Underwood were unable to make the project work, so they sold their company to the R.T. Davis Milling Company in St. Joseph, Missouri in 1890.

BUY IT NOW - RARE First Edition.