Recently a number of companies have successfully pursued “no-brand” strategies by creating packaging that imitates generic brand simplicity. Examples include the Japanese company Muji, which means “No label” in English (from 無印良品 – “Mujirushi Ryohin” – literally, “No brand quality goods”), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji’s success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement. “No brand” branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name. “Tapa Amarilla” or “Yellow Cap” in Venezuela during the 1980s is another good example of no-brand strategy. It was simply recognized by the color of the cap of this cleaning products company.
The sentence in bold above is an astute observation from the author of the article and reflects my sentiments exactly when it comes to “anti-branding” brands.
When you’re your own company, with your own services, your own products; you become a brand, whether you go to all the effort to promote it or not. Consumers will have an image in their mind of you, whether you give them one or not.
I can agree with these brands with regard to their “no-fluff” attitude where they attempt to distance themselves from both excesses of design and advertising, relying rather on customer loyalty and word-of-mouth. I’ve written in the past about the superfluous when it comes to design, and why only precisely what is needed for effective communication should be kept and the rest discarded.
I also appreciate the stance of NO-AD sunscreen in that it took the investment most brands put toward advertising, and allocated it to doubling the size of its products at no extra cost (compared to other brands).
The only problem is in having an issue with “branding” in general, if such companies claim to. Yes, redefine advertising and marketing; save money on packaging and put it into better products, etc. But don’t pretend that you’re not part of the branding world. As I said above, when you’re your own company, you become branded as a distinct commercial entity regardless of the effort or lack thereof that you put into doing so. In fact, “no-brand” branding can attract more attention than “conventional” branding, just because it’s unique.
Although aspirations of the companies herein discussed may be noble to some degree, we know that businesses exist to make money; and those on the no-brand bandwagon definitely saw an opportunity to make more money through the differentiation their brand strategies afforded. In addition, people like to purchase from companies who claim to be fighting for some cause; in this case it’s the fight against the conventional brand, and it definitely sells.
The point is, brand is inescapable; promoting ethics, quality of product and even “anti-branding” bolsters a brand in the minds of consumers.
And not only is brand inescapable, good branding is also a proven way to increase profits—as long as the message you’re sending resonates with the people you’re sending it to.
There are many tactics that can be used to leverage a company image; companies like Muji have simply chosen to capitalize on ways that differ from the norm.
It’s because of these things that I would be hesitant to state (although I wouldn’t rule out the possibility) that a brand which employed no-brand tactics is more ethical than any other. But I have to give them some credit for a smart strategy, because:
Amidst the crowd of those saying, “Look at me”, it’s often those who seem to be saying nothing at all who capture the most attention.