LOGOMANIA VS BRANDING
In the late 90s, something caught our attention on TV. It was Paris Hilton proudly showing off her shiny metallic handbag in her famous reality show. Little did we know, her fashion statement would spark a global frenzy, causing a shortage of Louis Vuitton's latest collection. That's when the world discovered "Logomania" and how brands used it to make their logos famous and shape people's opinions.
The concept was simple: splash the brand logo across merchandise and make a bold, flashy statement that turns heads. And boy, did it succeed!
Fast forward a decade, and the fashion and technology world stood in awe as Apple's visionary leader, Steve Jobs, unveiled the first-ever iPod, while sporting a simple black turtleneck pullover and a regular pair of Levi's 511 jeans. Making a style statement characterized primarily by the lack of “branding”.
This juxtaposition gave birth to the "brandless" versus "logomania" schools of thought, each with their own followers passionately advocating for their respective philosophies.
Now, before we delve into today's discussion, let's clarify something: when we talk about the "Brandless" approach, we don't mean completely devoid of a brand. Rather, we refer to brands that don't excessively splash their logos all over their products or, if they do, they do so in a more subtle and understated manner.
Now getting back to the discussion of the hour- What’s the grand idea behind these two schools of thought, and what exactly the brands who prescribe to them, aim to achieve!
When we talk about Logomania, the primary goal of the brands is to use the consumer as their greatest source of advertisement! The consumers carry the bags/shoes/clothing with the brands logo covering each inch of the product- and unknowingly give their seal of approval to the brand, acting as their devoted advocates!
Now while this trend is no doubt a head turner and uber stylish, it isn’t exactly subtle- a virtue often associated with ultimate sophistication.
Conversely, the Brandless approach is marked by the lack of a bold logo dominating the aesthetics of the product. The objective is to exude a brand persona that doesn’t require advertisement via trends..
Simply put these brands don’t want to seem like they’re ‘trying too hard’. The greatest example of this approach being adopted by a brand is- Hermes! The legendary fashion house is known for its extreme minimalistic design sensibilities, yet have fashion afficionados all over the world clambering after its products!
Logomania and the Brandless approach represent two distinct schools of thought that dominate opposite hemispheres of the fashion realm! The choice between these two schools of thought ultimately comes down to personal preference.
Do you prefer the statement-making allure of Logomania, proudly displaying brand logos and joining the fashion frenzy? Or do you lean towards the Brandless approach, appreciating the subtlety and sophistication that speaks volumes without the need for excessive branding?
Cue us in on your thoughts, and be our guiding light!
Until Again,
Tao Paris!
