New Year, new trends. Let’s take a look at what the trendwatching companies have brought to our doorstep. How likely are these trends to take-off from the ground? Same as always – 50% as in either they will or they’re won’t.
The brand and no-brand discussion has a long history, but most probably the most prominent point was the publishing of the NO LOGO book by Naomi Klein where she argued that over-branding leads to negative consequences, such as the invasion of public and cultural spaces and cultural values being driven or even created by sales motives.
That was a strong point, but the irony was not lost when the NO LOGO became “a sort of logo” for the anti-brand movement and the book with its ideas created something close to a brand. So I guess, this just proved the point that branding is an inevitably natural phenomenon.