WHO’S AFRAID OF THE BIG BAD BRAND?

AUGUST 27th, 2009

We live in an age of information overload, attention deficit and general brand-bashing. It’s a bad time to be a brand, nobody likes big brands anymore they’re just not fashionable. So how do the big names fight back and beat the brand-boycott? They get subversive, and suddenly nothing is what it seems and it gets a bit difficult to tell who’s selling what.

McDonalds has spent generations actively building one of the world’s most instantly recognizable brands. However, you wouldn’t know it by looking at the latest two McDonalds to open in Toyko. “Quarter Pounder” (pictured above) offers only two choices on the menu and there’s not a glimmer of golden arches.

Meanwhile another high street giant, Starbucks, is undergoing a process of complete brand-abandonment. The famous coffee shop is opening new stores that not only make no mention of their owners but also deliberately mock the much criticized faux-ambiance of traditional Starbucks shops.

It is hard to know what to make of these changes but one thing is for sure, ‘no brand’ is the new brand and its seems to be working.

Source: WebUrbanist

This entry was posted on Thursday, AUGUST 27th, 2009 at 9:47 am and is filed under TRENDS. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.