A Personal Retrospective
I don’t know where to begin with this story. It’s about retail, forgotten brand origin stories, advertising, and the golden age of radio. You might say it’s a trip down memory lane, but my instincts tell me it’s really a story that touches upon so many things that are so right now. Every time I hear someone talk about how retail taps into culture, or asks why we are suddenly devouring podcasts, listening to the radio, and enamored with the ’70s, I think of Art Twain.
Right around the time in the ’70s when advertising was changing and creatives took over from account executives, things started to get looser. With little guidance, retailers, brands and marketers were compelled to understand and respond to that cultural shift.
Enter Art Twain. He’s the marketing mastermind behind the original brand development of a little shop called Pants and Discs. He was also the account lead for that brand of “pants” which, at the time, barely sold east of the Mississippi. That shop would become the Gap and those pants were Levi’s. The fact that the Gap was born selling Levi’s and LP records is an origin story that has mostly been lost to memory. [Read more…]