Building a Brandless Brand

The New York Times (registration required) profiles Dov Charney, founder of American Apparel, a youth-oriented t-shirt chain, and points out that part of the chain's success is its lack of a logo. From the article:

"Perhaps most important to younger consumers who have grown suspicious of corporate branding, there is not a logo in sight…"

Building a brand by not branding. Is that youth marketing's new mantra? I'm all for reducing the advernoise that permeates just about everything. It sounds like science fiction — suddenly not having a brand makes you the coolest brand around. Imagine a world where the anti-brand is the norm. A world full of products that have to be good enough to become anti-brands…

Not only is Charney creating a quality product but he's anti-branding social values as well — all of his clothes are made in the USA by workers who are paid a living wage.

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