# Anti-Branding Ad Agency Uses Modified 404 Page as Their Webpage By Jamie Coomber | Published 2007-07-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/anti-branding-stop-calling-them-consumers References: [westwayne](http://www.westwayne.com/) This is a rather nice little gimmick from Atlanta-based [marketing agency](https://www.trendhunter.com/trends/alev-digital) WestWayne. They have modified their website to resemble a 404 error page telling visitors, "The consumer you are trying to sell products or services to has been disconnected from your brand". **Implications** - Webpages are a great way to showcase the the talent that a company may be trying to sell. For creatives trying to display the skills and services that they have to offer, designing an [interesting webpage](https://www.trendhunter.com/trends/really-really-good-design) is just as important as the [portfolio of work](https://www.trendhunter.com/trends/good-designers) that is to be put up. By having an webpage, a company can create a lasting impression on a potential client. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 50% | Activity: 41% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Branding Reinvention:** Opportunity for businesses to use unconventional methods, like modifying error pages, to create a unique brand experience. - **Creative Web Design:** Growing importance of designing visually appealing and engaging webpages as a key marketing tool. - **Consumer Disconnect:** Recognition of the need for brands to establish meaningful connections with consumers. ### Where This Applies - **Advertising:** Companies can leverage unconventional branding techniques to create memorable ad campaigns. - **Web Design:** Increasing demand for web designers skilled in creating visually impactful and immersive web experiences. - **Marketing and Communications:** Opportunity for marketers to explore innovative ways of connecting with consumers in the digital space. ## Related on Trend Hunter - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Creative Experiment Sites](https://www.trendhunter.com/trends/worldsworstwebsitelol.md) - [Fictional Brand Collaboration Websites](https://www.trendhunter.com/trends/brxndai.md) - [Ad Inspiration Archives](https://www.trendhunter.com/trends/nobody-reads-ads.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Disruptive Hairstyling Campaigns](https://www.trendhunter.com/trends/the-lab-of-life.md) - [Creative Frustration Outlets](https://www.trendhunter.com/trends/punch-your-client.md)