Stealth advertising and anti-branding lure the logo-averse
Implications - The wave of consumers against branding has grown in power, fueled in great part by the recession as credit-crunched consumers blame mega-brands for rough economic times. To win over consumers, indie businesses are promoting independence, while those with big names are dropping logos and rebranding with no brand.
Trend Themes
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Discreet Consumerism — Logo-less packaging and rebranding efforts by businesses to appeal to consumers who prefer muted branding may present an opportunity for disruptive luxury marketing strategies.
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Cheeky Packaging Designs — The use of humorous and playful packaging designs, like Brooklyn Fare's, can help small businesses differentiate themselves from their competitors by using ironic humor and satire to create brand loyalty.
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Mainstream Stealth Branding — Using the anti-branding strategy in coffee shops, clothing brands, and larger corporations like Goldman Sachs and Merrill Lynch to personalize brand identities can inspire a new wave of community-focused branding practices in various industries.
Industry Implications
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Luxury Goods — The trend of discreet consumerism presents an opportunity for luxury brands to appeal to a wider demographic of consumers who prefer low-key branding and packaging.
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Food and Beverage — The use of cheeky packaging designs, like Brooklyn Fare's, can be applied to various food and beverage businesses to add humor and personality to their brands.
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Marketing and Advertising — The shift towards anti-branding and stealth branding can inspire a new wave of community-focused branding practices that redefine what branding means to consumers and businesses, and lead to disruptive innovation in marketing and advertising strategies.
