The Origin

of The Brand
Chauffeur
My Grandfather, Louis Daniels, was a member of the South African Defense Force, during World War
Two. He first heard the name of a legendary cargo boat called: “The Brand Chauffeur”, when he was
stationed in North Africa,

The name came from local citizens living on the islands and occupying military alike.

He often said that soldiers looked forward to buying the brand of cigarettes they usually smoked, and
the roasted coffee they preferred and trusted, when the “Chauffeur” arrived in port.

During the war years, there was not much to hope for, and the delivery of these meaningful items
lifted the spirits of the army and contributed to the Allies winning the war.

When asked why they didn’t just settle for generic items, they replied by saying that it was impossible
to trust an anonymous product.

It’s safer to trust a brand, with that you knew what you were getting, something recognizable or
memorable and you had someone to complain to if needed. You also felt like choosing the companies
that felt like they spoke to you the way a treasured relative would.

There are most likely many compelling reasons why he retold this story from time to time, like an old
parable, and it doesn’t matter if it contains shades of fable.

It’s safer to trust a brand.

It’s impossible to trust an anonymous product.

A brand is part of the family. It represents who you are.