Brand-free branding is trending, but the success of Patagonia, Glossier, and more shows that young consumers still have favorites. The point of brands is to act as “shortcuts to the decision-making process,” and when shoppers trust a brand, they can buy it without thinking twice. Even the brand Brandless is self-aware, adding a trademark next to their ironic name; one exec explained “Of course Brandless is a brand.” So even when brands choose to leave the logos behind, they’ll cultivate a following of young consumers by being up-front about what they are (namely, a brand) and by making a good product. (Co.Design)
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