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New Yorker Andrew Miller has begun his 100-day quest, which he calls ‘Brand Spirit,’ to remove visual branding from objects by painting them completely white. Each day brings a new remixed object that either has to be worth less than $10.00, something he already owns, something another person gives him, or something he finds. He then uploads the images to his tumblr, Brand Spirit.
The assumption is that many of the objects would become unrecognizable from ; however, the project helps reiterate the ubiquity of branding within our society. We no longer need words to recognize a product. The aesthetics of a commodity even in its “purest form” are still associated with branding. Whether it is a Tabasco bottle or a roll of Scotch tape, products ensure the audience’s minds are constantly filling in the blank.
So, what does this little experiment mean for advertisers? Well, that the power of branding still exists. As for Andrew Miller, let’s hope he completes the quest and surprises us with unexpected product choices.