viralamo

Menu
  • Technology
  • Science
  • Money
  • Culturs
  • Trending
  • Video

Subscribe To Our Website To Receive The Last Stories

Join Us Now For Free
Home
Technology
The unbrandening – TechCrunch
Technology

The unbrandening – TechCrunch

20/12/2019

Josh Gross is the managing partner at digital product studio Planetary and its child company, Regular, the low-cost, high quality studio for small businesses.

Do you remember as a kid going to the grocery store with your parents and being just totally overwhelmed by the bright, loud packaging of products on shelf after shelf, aisle after aisle?

I certainly do. Each product had a brand — you’d recognize the Kix by its bright red box and Tide by its loud orange bottle. Every package screamed its brand name at you.

Branded packaging as we know it hasn’t been around that long. While people have been packaging goods for millennia, trademarked printed boxes, tins and shrink-wrapped containers were only invented in the late 1800s — less than 150 years ago, beginning with Uneeda Biscuits around 1896.

When branded packaging was invented, and up until very recently, its purpose and value to nearly every industry made a ton of good sense. The average consumer would shop in a catalog, browsing ads and offerings, or in a store, perusing shelves of products. The more a product stood out and set itself apart, the more memorable it would be and the more likely it would be purchased. Good packaging made products easy to recommend and spread by sharing visually.

And then, the internet came along.

Our team recently launched our new studio product, Regular, a service directed at small businesses hitting their growth inflection point. As we began to design our own website and work on branding, we did a lot of research into branding trends for consumer packaged goods, and what we uncovered was surprising.

We found was that there is a surprising movement towards “unbranding” — specifically choosing not to create a strong association between a product and its maker. Instead of bright packaging, large logos and stamped products, many companies are now going the other direction by operating without logos and offering minimal (or no) packaging.

MUJI pens

Pens from MUJI (Photo: Michael/Flickr)

One of the earliest companies to adopt this mindset was Japanese home goods store MUJI, whose name literally means “No Brand” (it doesn’t get more literal than that). Most of its products come unpackaged with just a small price tag, or in minimal packaging with a single informational label (e.g., “lotion,” “body soap”) to identify its contents.

But MUJI has been since the 1980s, so why are we talking about this now?

Source link

Share
Tweet
Pinterest
Linkedin
Stumble
Google+
Email
Prev Article
Next Article

Related Articles

Amazon now lets customers label and track specific objects with Rekognition
Amazon’s re:Invent 2019 conference kicked off with a bang — …

Amazon unveils DeepComposer, an AI-enabled piano keyboard

Fast & Furious: Crossroads lives video games a quarter-mile at a time
TechCrunch ist Teil von Verizon Media. Klicken Sie auf ‘Ich …

After an extended quarantine, the next ISS crew arrives in orbit

Leave a Reply Cancel reply

Find us on Facebook

Related Posts

  • Waze adds unplowed road reporting feature for better awareness of winter driving hazards – TechCrunch
    Waze adds unplowed road reporting feature for …
    10/12/2019
  • Border Patrol flies anti-terrorism drone over Minneapolis protestors
    Border Patrol flies anti-terrorism drone over Minneapolis …
    29/05/2020
  • Tines raises $11 million to automate repetitive cybersecurity tasks
    Tines raises $11 million to automate repetitive …
    11/12/2019
  • Zoom CEO Eric Yuan on the challenges of adapting an enterprise product for consumers
    Zoom CEO Eric Yuan on the challenges …
    03/12/2020
  • Companies were slow to remove Russian spies’ malware, so FBI did it for them
    Companies were slow to remove Russian spies’ …
    06/04/2022

Popular Posts

  • Nvidia hid how many GPUs it was selling to cryptocurrency miners, says SEC
    Crypto-driven GPU crash makes Nvidia miss Q2 …
    08/08/2022 0
  • 10 Most Successful Infomercials Ever – Listverse
    11/07/2022 0
  • 10 Menu Hacks from Your Favorite Fast …
    12/07/2022 0
  • 10 Artistic Masterpieces Created Super Fast – …
    12/07/2022 0
  • Russian ‘hacktivists’ are causing trouble far beyond Ukraine
    Russian ‘hacktivists’ are causing trouble far beyond …
    12/07/2022 0

viralamo

Pages

  • Contact Us
  • Privacy Policy
Copyright © 2022 viralamo
Theme by MyThemeShop.com

Ad Blocker Detected

Our website is made possible by displaying online advertisements to our visitors. Please consider supporting us by disabling your ad blocker.

Refresh