Category
Lifestyle
Assisted Choices
Trend cluster
Category
Bold
Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand.
4.3
Trend score
Trend
What is the Bold Unbranding trend?
Bold Unbranding: As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Insight
The consumer insight behind the Bold Unbranding trend
Brand recognition among consumers is crucial, however consumers' contemporary purchase habits often place just as much emphasis on product experience as they do branding. Consumers are drawn to experiences because they're often inherently shareable–and most young North Americans prioritize how their daily and brand interactions can be translated onto social media.
Trend themes
Themes within the Bold Unbranding trend
Three behaviours holding the trend together01
Unbranded Campaigns
Well-known brands are relying on iconic imagery and references to products to connect with consumers, creating more approachable identities for their brands.
02
Intentionally Brandless Campaigns
Some brands are intentionally excluding their brand name or logo from their campaigns to entice consumers who prioritize product experience over branding.
03
Ironically Direct Campaigns
Companies are utilizing humor and irony in their advertising campaigns to directly connect with consumers and highlight the simplicity of their products.
Industry implications
What the Bold Unbranding trend means for industry
Where the trend changes the playbookFor
Retail industry
The retail industry can explore unbranded or intentionally brandless strategies to connect with consumers through product experience and simplicity.
For
Marketing industry
The marketing industry can embrace the trend of ironic and straightforward advertising campaigns to add humor and personality to brands.
For
Consumer packaged goods industry
Companies in the consumer packaged goods industry can leverage the simplicity of their product offerings to create humorous and direct campaigns that appeal to consumers.
Workshop question
How might you better connect with consumers through more subtle, unbranded tactics?
Trend signals
Trend signals for Bold Unbranding
Trend score 4.3 out of 10, from popularity 75%, activity 45%, freshness 9%.
Popularity75%
Activity45%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Bold Unbranding trend
4 featured examples from Nov 5, 2018 to Sep 12, 2019CategoryMarketing
Ironically Direct Campaigns
no name Launched A Straightforward and Hilarious Campaign
Retailers can disrupt the industry and differentiate themselves by emphasizing a straightforward approach to branding and product transparency.
CategoryMarketing
Unbranded Chip Campaigns
The Anti-Ad by Doritos Has No Logo or Recognizable Brand Name
Disruptive innovation opportunity for snack food brands to connect with Gen Z consumers through unconventional and logo-less advertising campaigns that resonate with their adverti…
CategoryMarketing
Intentionally Brandless Campaigns
This Mountain Dew Campaign Cues Inspiration from Game of Thrones
Companies in the beverage industry can create limited edition or pop culture-inspired designs to differentiate their products and appeal to younger, trend-conscious consumers.
CategoryBusiness
Unbranded Home Essential Collections
Target's Affordable Homeware Brand Boasts Over 70 Items
Disruptive innovation opportunity: Explore the retail industry with a focus on providing affordable home essential collections, targeting price-sensitive consumers.
