Tuesday, August 18, 2009
Anti-Branding Campaign, aka Branding Campaign
I just ran across this article posted on PSFK about the streetwear brand Freshjive's campaign to "unbrand" itself. Rick Klotz, the owner and designer for Freshjive, was motivated to embark on this "anti-branding" campaign due to his "disillusionment with the world of branding and marketing and a desire to return to the essence of the design practice". And just what does an anti-branding campaign look like? If you ask me, it looks a lot like branding.
Apparently the brand's logo had been misappropriated (faked) to sell counterfeit goods. Klotz says that the brand's name is "forever defunct". Klotz's answer was to drop the brand's logo and replace it with a black box. Which to me is, well, just a different looking logo.
This guy Klotz seems to be pretty brand savvy but I can't help but want to reply to this move by shouting brand rule #1: Your brand is NOT your logo. Your brand is a personality, a stance, a voice... which is exactly what he's establishing, or confirming, with this effort.