The Andrew Miller 'Brand Spirit' Project Shows All-White Products
Romina S. Cortellucci — April 3, 2012 — Social Good
References: brandspirit.tumblr
New Yorker Andrew Miller has begun his 100-day quest, which he calls 'Brand Spirit,' to remove visual branding from objects by painting them completely white. Each day brings a new remixed object that either has to be worth less than $10.00, something he already owns, something another person gives him, or something he finds. He then uploads the images to his tumblr, Brand Spirit.
The assumption is that many of the objects would become unrecognizable from ; however, the project helps reiterate the ubiquity of branding within our society. We no longer need words to recognize a product. The aesthetics of a commodity even in its “purest form” are still associated with branding. Whether it is a Tabasco bottle or a roll of Scotch tape, products ensure the audience's minds are constantly filling in the blank.
So, what does this little experiment mean for advertisers? Well, that the power of branding still exists. As for Andrew Miller, let's hope he completes the quest and surprises us with unexpected product choices.
The assumption is that many of the objects would become unrecognizable from ; however, the project helps reiterate the ubiquity of branding within our society. We no longer need words to recognize a product. The aesthetics of a commodity even in its “purest form” are still associated with branding. Whether it is a Tabasco bottle or a roll of Scotch tape, products ensure the audience's minds are constantly filling in the blank.
So, what does this little experiment mean for advertisers? Well, that the power of branding still exists. As for Andrew Miller, let's hope he completes the quest and surprises us with unexpected product choices.
Trend Themes
1. Whiteout Branding - Removing visual branding from products by painting them completely white.
2. Minimalist Marketing - Reducing branding to its purest form as a way of reiterating its ubiquity within society.
3. Branding Reinforcement - Emphasizing the power of branding even when products are stripped of words and imagery.
Industry Implications
1. Consumer Goods Manufacturing - Opportunities to explore how removing visual branding can help differentiate products on the shelf.
2. Advertising and Marketing - Opportunities for marketers to rethink branding strategies and explore the potential of minimalist marketing tactics.
3. Art and Design - Opportunities to use minimalism and the power of blank space in branding and design projects.
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