John B. Stetson Company: Stetson Company Unified Branding campaign

Jack Rummel

In 1938 the John B. Stetson Company, the nation's largest manufacturer of hats, decided to take a fresh look at how it was advertising and marketing its products.

John B. Stetson Company: Stetson Company Unified Branding campaign

Jack Rummel

Overview

In 1938 the John B. Stetson Company, the nation's largest manufacturer of hats, decided to take a fresh look at how it was advertising and marketing its products. Prior to 1938 Stetson divided its advertising budget into two parts: a modest national campaign of general and trade advertising, and a sizeable cooperative program in which Stetson allocated a large part of its total advertising budget to its dealers, who then placed ads for their stores in local papers. Under the cooperative plan, the Stetson Company agreed to pay...

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