“Trade Signs” — Colonial America’s Version of Branding — Attracts Collectors Branding is a well known current day marketing tactic. In the July/August issue of Yankee Magazine’s “Antiques & Collectibles” column, Catherine Riedel of Skinner Auctioneers and Appraisers explains t
News-Antique.com - Jul 25,2008 - Dublin, New Hampshire (July 25, 2008)—Branding is a well known current day marketing tactic. In the July/August issue of Yankee Magazine’s “Antiques & Collectibles” column, Catherine Riedel of Skinner Auctioneers and Appraisers explains that although the first attempts of branding can be traced to ancient Rome, Colonial America improved the concept with shop owners’ “trade signs.” Today, the same signs serve as prized examples of America folk art.
“Trade signs not only offer visual appeal,” explains Chris Barber, specialist for Skinner’s American and Furniture & Decorative Arts department. “Their words strike a familiar chord with a collector: their name, the town where they live, their chosen profession. It adds a nice personal touch to a collection.”
Trade signs are available in the marketplace and even affordable, costing anywhere from $100 to $200,000 depending on the date of origin and condition, though collectors should avoid reproductions.
“They’re just too shiny, too bright, and too manufactured-looking to ever be confused with the real thing,” writes Riedel. She also advises, “Should you find yourself contemplating the purchase of an early trade sign, follow the simple yet brilliant advice of one modern-day brander: Just do it.”
For more information and the full article, visit: YankeeMagazine.com