Is the future of Branding De-Branding?

Debranding (de-corporatizing) occurs when a company removes its name from its logo for a marketing campaign. This is usually done in an attempt to make itself appear less corporate and more personal.

As the advertising world becomes saturated with digital media, companies look for new ways to get their customers’ attention. Many of them try to mask the commercial aspect of the product so that customers get an impression of familiarity or reliability. Instead of brands it is real people and real product reviews that will merge consumers with products.

If we take a step back and look at advertising strategies in the 90s, large companies used to have amazing stories behind their brands and products. Their quality would relate not only to the product itself but also to the story behind it. Advertised products couldn't live up to the brand's promises. Their strategy was camouflaged, using psychological triggers to help potential customers draw conclusions about a brand by its appearance or by the way it could make you feel.

Nowadays, a trend has emerged urging people to buy less stuff, and a new wave of non-consumption has become very popular - “Don't buy what you don't need”. This is where debranding is happening. There is a shift in the branding focus. It is moving away from products to places and people.

However, the fact that we are living in a new ‘debranded’ world doesn't mean that consumers will spend less. They will buy higher quality items and experience less impulse purchases. No more wasting money on cheap throwaway products. Prices will reflect real value, not conceptual value based on the brand name.

We are getting back to basics and basic is a good place to be.

Sources:

http://theedwardsproject.com/blog/2016/6/23/is-the-future-of-branding-debranding

https://www.fastcodesign.com/3060658/the-future-of-branding-is-debranding

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