Aulus Umbricius Scaurus: Pompeii’s Steve Jobs

Branding isn’t merely a modern concept; it has roots that stretch back to ancient civilizations, where it served as a critical means of establishing identity and value. The ancient Romans were pioneers in this practice, marking everything from bread to pottery with distinguishing marks that not only identified the maker but also assured quality. This early form of branding laid the groundwork for the brand-conscious world we inhabit today, where a name or logo can evoke trust, quality, and heritage.

One of the standout figures in the realm of ancient branding was Aulus Umbricius Scaurus of Pompeii, a celebrated mogul in the thriving fish sauce industry. Scaurus understood the power of visibility and reputation better than most. With a keen sense for marketing, he plastered his name across mosaics and containers throughout the bustling streets of Pompeii. His strategy was simple yet effective: by ensuring his brand was prominently displayed, he not only cemented his status as a leading supplier but also established a legacy that would echo through the ages.

The impact of his branding was significant; nearly a third of all fish sauce jars found in Pompeii bear his name. Each jar served as a testament to his craftsmanship, showcasing the quality of his product while reinforcing his presence in the market. Scaurus’s savvy tactics transformed him into a household name, demonstrating that even in antiquity, the principles of branding—visibility, quality assurance, and reputation—were essential for success.

Today, as we navigate an increasingly crowded marketplace, we can look back at the lessons of ancient branding. Just as Scaurus leveraged his name to dominate the fish sauce industry, modern businesses must harness the power of branding to distinguish themselves, forge lasting connections with consumers, and build reputations that stand the test of time.