No brand’s brands. January 9, 2009Posted by ieva in Uncategorized.
Tags: adbusters, blackspot, blackspot sneakers, chanel, gucci, louis vuitton, muji, no brand
I had never understood people who wear gucci t shirts and louis vuitton handbags with huge brand logos on them. Is it just an attempt to rise your “social value” by showing that you can afford this branded piece of cotton/leather?! No way, if I would wear a gucci tshirt, they should PAY ME!!
In 2004 (sorry for old numbers, but it gives an idea) the estimated value of the top 100 global brands was 988billion $. Of course, brands are tricking us to pay billions of dollars more for their goods that we would pay for their equivalents.
But more and more people get tired of the abundance of brands around us, they simply want functional, efficient and well made products. They don’t want to be walking advertisement for the companies that dress us, feed us, and furnish our homes.
Recently a number of companies have successfully pursued “No-Brand” strategies. This no-brand strategy means that little is spent on advertisement or classical marketing and brand’s success is mostly attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement.
The most known is the Japanese company Muji (No brand. Good product): “Muji is not a brand. Muji does not make profit of individuality or fashion. We would like our customers to feel the rational sense of satisfaction that comes not with “this is the best”, but “this is enough”. “Best” becomes “enough”.” (What a wonderful definition of enough! It’s really going agoinst the main stream in our consumer society!) Muji makes products thet feature no distiguishing markings, logos, or trademarks. Muji is a brandless brand.
Another example is Blackspot sneackers.
The product was created by the anti-brand advocates at Adbusters magazine: “Blackspot campaign was born almost three years ago when we decided to stop merely criticizing the status quo and actually do something about it. It was born on the back of Nike, capturing the attention of the global media as a lively attack on the brand idolatry and sweatshop production methods of that multinational. Encouragingly, over 25,000 people are now wearing Blackspot shoes. Earth-friendly, anti-sweatshop, and cruelty-free, Blackspots are the only shoes designed to give Big Business what it needs the most: a swift kick in the brand.”
I’m really looking forward to see more of these companies. And especially- for some change in the way people think…
Is it possible to turn this upside down and to go more in the direction of “they should pay me”? Will it come true one day, the idea of Martin Guixe of sponsored food?
Or , like in the graduation project of a student from Design Academy Eindhoven: sponsored housing? (I would be very thankful if somebody helps me to find out the name of the author, a graduate from December 2008)
(photo: Helena Vitola)