100 Objects #11: Brannock Device

Key takeaways

The Brannock device revolutionized shoe fitting in 1925 with its precise measurements and simple design.
Charles Brannock’s focus was on quality, American manufacturing, and a business model rooted in specialization and longevity, contrasting sharply with contemporary corporate practices.
The company’s commitment to maintaining manufacturing in Syracuse reflects a broader American value of supporting local industry and craftsmanship.
Modern economic trends like private equity acquisitions and offshoring have compromised long-term values like quality, community, and employee care.
Despite challenges, the Brannock device remains a symbol of well-crafted design and resilience, continuing to serve both consumers and the industry for nearly a century.

Summary

The Innovation and Nostalgia of the Brannock Device

This section explores the origins and cultural significance of the Brannock device, invented in the 1920s by Charles Brannock to improve shoe fitting accuracy. It highlights the device's design, its role in the shoe industry, and the nostalgic memories many people have of it from childhood. The section emphasizes its simplicity, professionalism, and long-lasting utility, contrasting it with the modern, complex American financial system.

The Life and Legacy of Charles Brannock

Here, the focus is on Charles Brannock's life, his background in the shoe industry, and his invention process. It details how his foot measurement device became a standard worldwide, its design features, and Brannock’s dedication to quality and American manufacturing. The story also covers Brannock’s commitment to keeping the manufacturing in Syracuse, his company's history, and its evolution through the years, including how it survived and adapted over a century.

Business Values and the Change in the American Economy

This section discusses the contrast between the simple, focused business model of the Brannock device company and the modern American business landscape dominated by private equity and short-term profit motives. It critiques how recent trends, such as leveraged buyouts and offshoring, have led to the decline of long-standing, values-driven companies like Payless, and reflects on what is lost in today’s capitalist system—namely, values like quality, community, and worker care.

The Endurance and Future of the Brannock Device

The final section looks at the enduring relevance of the Brannock device, even as shoe retail shifts online and traditional stores decline. It highlights its continued production, the company's emphasis on quality, and its move into direct-to-consumer sales. The narrative emphasizes the object's robustness and timeless design, suggesting it might survive long after most modern products have fallen by the wayside, symbolizing resilience and the enduring value of well-made objects.

Show notes

In 1925, the world saw the birth of what just might be the greatest gadget in American History: the Brannock Device. The metal contraption transformed the way we measure feet forever, and more than a century after its invention…it has barely changed. Roman Mars and journalist Paul Lukas trace the life of the Brannock Device, from its role outfitting WWII sailors to its surprising endurance into the modern era, even as the entire world changed around it.

A History of the United States in 100 Objects is a production of 99% Invisible and BBC Studios.

Subscribe to SiriusXM Podcasts+ to listen to new episodes of 99% Invisible ad-free and a whole week early.

Start a free trial now on Apple Podcasts or by visiting siriusxm.com/podcastsplus.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.