This Month in Brand History: April’s Unexpected Firsts and Franchise Foundations

Brands Celebrating Milestones in April

For some time now, I’ve been sharing "Today in Brand History," highlighting the pivotal moments that shaped some of the world’s most iconic brands. But with so many companies marking major milestones in April, it felt right to zoom out and explore an entire month of firsts, franchise foundations, bold bets, and billion-dollar pivots. From elevators and overnight delivery to iPads, Instagram, and international theme parks, this month proves that behind every brand we know today was a decision made long ago that changed everything.

April 1, 1946 – Navy Exchange Service Command (NEXCOM)

The Navy Exchange Service Command was officially established on April 1, 1946, to unify and manage retail and support services for the U.S. Navy. One of the earliest documented examples of a ship's "canteen" was aboard the USS Indiana; its first product was American beer. Among the pioneers of Navy retail was Captain R.H. Bingham, who helped formalize early exchange systems and later brought that expertise to Macy’s, where he became president. From sea bags to shopping bags, the legacy lives on. Today, the Navy Exchange serves millions of military families worldwide - retail with a mission.

April 1, 1976 – Apple Inc.

College dropouts Steve Jobs, Steve Wozniak (and the less lucky Ron Wayne) founded Apple Computer on April Fools’ Day. Working from a California garage, Jobs and Wozniak launched the personal computer revolution with the Apple I - priced at an eerie $666.66. What began as a two-man venture would eventually become one of the world’s most valuable companies. No joke.

April 1, 2004 – Gmail Launches

Google introduced Gmail with a then-unbelievable 1GB of free email storage. Most people thought it was a prank - after all, it launched on April Fools’ Day. But it was very real, and it redefined what we expected from email forever.

April 2, 1902 – Electric Theatre

The world’s first movie theater opened on April 2, 1902, when Thomas Tally unveiled the Electric Theatre in Los Angeles. A dedicated space for motion pictures - no vaudeville, no stage shows - just silent films and piano music. It was a bold idea at the time, but one that helped launch Hollywood’s golden age.

April 3, 1973 – Motorola

Martin Cooper made the world’s first mobile phone call on April 3, 1973, standing on a New York City sidewalk. He used a prototype “brick” phone to call his rival at Bell Labs, essentially saying, “We beat you.” It wasn’t exactly subtle - but it was historic.

April 3, 2010 – iPad Launches

When Apple released the first-generation iPad, people weren’t quite sure what to make of it. Was it a big iPhone? A small laptop? Whatever it was, it sold 300,000 units on day one and introduced a new kind of computing we now take for granted.

April 4, 1975 – Microsoft

Bill Gates and Paul Allen founded Microsoft to develop software for the Altair 8800. Their first product? A version of BASIC. Their bigger ambition? Putting a computer in every home and office. Spoiler: it worked.

April 4, 1994 – Netscape

Mosaic Communications - later renamed Netscape - was founded on April 4, 1994. The company’s web browser helped bring the internet to the masses, opening the digital door to millions of new users and giving rise to the dot-com era.

April 6, 1980 – Post-it Notes Go National

3M launched Post-it Notes nationwide after a few years of soft testing and plenty of skepticism. A glue that barely sticks? Turns out, people love it. Office walls have never been the same.

April 7, 1933 – National Beer Day (Anheuser-Busch)

With the end of Prohibition in sight, beer was officially legal again on April 7, 1933. Budweiser celebrated by rolling out a team of Clydesdales to deliver beer to President Roosevelt. America cheered - and so did the stock market.

April 9, 2012 – Facebook Buys Instagram

Instagram was just two years old - and had zero revenue - when Facebook bought it for $1 billion. Critics scoffed. Today, it looks like one of the savviest acquisitions in tech history.

April 12, 1992 – Disneyland Paris

Disney’s European outpost opened to a mix of curiosity and controversy. Critics feared it would Americanize French culture. Today, it’s the most visited theme park in Europe. Mickey speaks fluent French now.

April 14, 1902 – J.C. Penney

James Cash Penney opened his first store in Kemmerer, Wyoming, with a simple philosophy: treat customers like you'd want to be treated. It worked. His name went on to appear in hundreds of malls across America.

April 14, 1998 – Netflix Launches

Netflix started as a DVD-by-mail service with no late fees and a clunky website. Streaming was still years away. But from day one, it was about convenience - and it eventually changed entertainment forever.

April 15, 1955 – McDonald’s Franchise Model Begins

Ray Kroc opened the first McDonald’s franchise in Des Plaines, Illinois, and introduced a model that would reshape global food service. It was fast. It was cheap. And it was consistent. The Golden Arches became a global symbol in less than a generation.

April 17, 1973 – FedEx Takes Off

FedEx launched with 14 planes and 186 packages. Overnight delivery sounded outrageous at the time - but founder Fred Smith believed people would pay for speed. Millions of packages later, he was right.

April 21, 1989 – Nintendo Game Boy

Nintendo released the Game Boy in Japan, changing portable entertainment forever. It was clunky, monochrome, and absolutely addictive. Tetris alone made it a household name.

April 23, 1985 – New Coke

In a bold move, Coca-Cola reformulated its flagship drink. America revolted. Just 78 days later, the company brought back the original formula as “Coca-Cola Classic.” The people had spoken.

April 24, 2004 – Estée Lauder Passes

Estée Lauder built a beauty empire from scratch, starting with creams mixed in her kitchen. Her marketing genius included one of the first gift-with-purchase offers. She passed away at 97, leaving behind a multibillion-dollar business and a legacy of glamor.

April 28, 2003 – iTunes Store Launches

Apple launched the iTunes Music Store with 200,000 songs at 99 cents each. It wasn’t the first digital music platform - but it was the first that got the labels, the artists, and the customers to agree. And it saved the music industry from Napster-era chaos.

April 29, 2004 – Last Oldsmobile Built

After 107 years, the final Oldsmobile rolled off the line. Once a pioneer in American automotive history, Olds had lost its edge. The signed Alero now sits in a museum, the last of a once-revered nameplate.

April 30, 1939 – NBC’s First TV Broadcast

At the New York World’s Fair, NBC made television history by airing the first official U.S. broadcast. FDR became the first president on TV. At the time, there were fewer than 200 televisions in America. It was a glimpse of the future.

Brands evolve, industries shift, and what once seemed like a small innovation can become something that redefines how we live, shop, and connect. Whether it’s a Navy canteen evolving into a global retail network, a tech garage launching a trillion-dollar company, or a chocolate cookie besting its rival, these milestones remind us that brand history is everywhere. It’s not just about nostalgia - it’s about recognizing the decisions, pivots, and people that got us here.

(Editor’s note: If you see any mistakes or have any suggestions, please let me know! History, as it happens, is precise; as it is written, it evolves. I was reminded of this firsthand when I once misquoted the founding date of Encyclopedia Britannica - let’s just say, they were quick to correct me. And fair enough - they should know!)