What’s in a name? That which we call a rose
By any other name would smell as sweet
So Shakespeare said tongue, I suspect, in cheek.
The advent of Brandless, however has made me wonder, what’s in a brand?
Launched in July this year, Brandless is a range of grocery and healthcare products, exclusively available online. All foods are non GMO, and a majority of products are organic. Every item, from honey to handsoap, costs just $3. The company can offer these savings, it argues, by eliminating “Brand Tax”: “the hidden costs you pay for a national brand”.
Commentators were quick to announce the death of the brand (again). Yet Brandless, ironically, has the hallmarks of a powerful 21st century brand.
A simple and compelling sense of purpose: Everyone deserves better.
A purpose enabled by the power of technology to disrupt supply chains, distribution models and customer relationships.
An elegant and distinctive brand identity; it’s easy to imagine these products becoming minimalist status symbols.