Incite by Design

Caustic visions and shared thoughts on design, marketing, creativity, philanthropy, pop culture and business philosophy by Toronto design firm, Ricksticks Inc.


Big brands are dead. Long live the anti-brand brand!

I've been thinking about all the conversations happening around the blogosphere (gawd, do I hate that word) and all the relevant books out there regarding the demise of the brand as we once knew it - in association with the monoliths.

It seems to me that organizations and businesses who use this knowledge to sell from an anti-selling perspective are wise. I wonder how much money Naomi Klein made and is making from her touted 'No Logo' - how much she generates via speaking engagements? In other words, I am curious how effective Naomi's 'No Logo' brand is in selling the concept of non-branding.

The smart companies out there will be looking for ways to prey upon the almost clinical cynicism of today's buyer and rolling out their new "streetwise" products/services. Organic style is all the rage. Think clean. Think clear. Think nothingness.

The NGOs that have been fighting rampant consumerism have been saying all this for a long time anyway. In this, perhaps they are the real winners.

If only there was a way to package nothing and sell it ...Ah! Maybe that goes back to spiritual capital and other intangible forms of capital once discussed over at Hugh's.