By the early 1900s, trade-press publications, advertising agencies and advertising experts began

producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise direct
to consumers with strongly branded messages. Around 1900, advertising guru James Walter
Thompson published a house advertisement explaining trademark advertising. This was an early
commercial explanation of what scholars now recognize as modern branding and the beginnings of
brand management.[56] This trend continued to the 1980s, and as of 2018 is quantified in concepts
such as brand value and brand equity.[citation needed] Naomi Klein has described this development as
"brand equity mania".[57] In 1988, for example, Philip Morris purchased Kraft for six times what the
company was worth on paper. Business analysts reported that what they really purchased was the
brand name.
With the rise of mass media in the early 20th century, companies soon adopted techniques that
would allow their messages to stand out; slogans, mascots, and jingles began to appear on radio in
the 1920s and in early television broadcasting in the 1930s. Soap manufacturers sponsored many of
the earliest radio-drama series, and the genre became known as soap opera.[58]
By the 1940s manufacturers began to recognize the way in which consumers had started to develop
relationships with their brands in a social/psychological/anthropological sense. [59] Advertisers began
to use motivational research and consumer research to gather insights into consumer purchasing.
Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn from research into
psychology and cultural anthropology, led to some of most enduring campaigns of the 20th-century.
[60]
Brand advertisers began to imbue goods and services with a personality, based on the insight that
consumers searched for brands with personalities that matched their own. [61]