![\"branding-and-seo\"](\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/branding-and-seo.jpg\")
<\/p>\nIt\u2019s kind of a branding oxymoron.\u00a0 Brands spend billions of dollars trying to capture consumer attention and mind share, only, at the peak of their life cycle, to do an about face and abandon their brand names.\u00a0 Cue confused face.<\/p>\n
It\u2019s a delicate balance.\u00a0 Small brands, though often modest in revenue, are celebrated for their coolness and newness.\u00a0 Large brands, though strong in revenue, are pervasive and too easy to come across.\u00a0 When there is a starbucks on every corner, and everyone is toting a logo-emblazoned Gucci bag, it no longer feels special.\u00a0 Enter debranding.<\/p>\n
<\/p>\n
Seen as a marketing method for reigning in a behemoth brand and altering its appeal back to the exclusive, debranding is most often used when a brand name has become too pervasive, and runs the risk of becoming over-exposed, and thus unloved by consumers. This dissolution of brand equity is an extremely delicate theme with luxury brands.\u00a0\u00a0 Affluent consumers are always looking for cutting-edge products.\u00a0 They want to be the first to discover things, and though a product may appeal to them, if it is overly branded, they may not want to buy into the associations. \u00a0On the other hand we have \u201cnew luxury consumers\u201d who are buying into luxury brands for the connotations and are looking for these overly-logoed products.\u00a0 We are seeing a lot of brands pulling away from logoed patterns that have been so popular in years gone by, and a movement toward branded assets where brand names are palpably absent, even at the risk of losing these new luxury consumers.<\/p>\n
Starbucks, for example, has lost its brand name on packaging, and instead boasts its siren emblem.\u00a0 The move, they say, is toward making each Starbucks a unique, local experience, rather than a chain-like generic one.<\/p>\n
![\"03_09_11_starbucks4-600x392\"](\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/03_09_11_starbucks4-600x392.jpg\")
<\/p>\n
The same goes for Gucci.\u00a0 Their over-exposed logo which was previously a symbol of luxury, seems to have lost some of its clout, as mother brand PPR reworks their strategy and attempts to find a balance between chicness and brand awareness to preserve its prestige positioning.<\/p>\n
Debranding is not for everyone.\u00a0 Often, it\u2019s undertaken when a brand is repositioning towards exclusivity and reinforcing credibility.\u00a0\u00a0 However, it is a tactic that encourages engaging content over pushy advertising, and is more of a story of building brand equity than tactlessly pushing product.\u00a0\u00a0 Whether it\u2019s successful for Starbucks and Gucci remains to be seen, however it is demonstrating a apparent shift in marketing strategies, reinforcing the fact that there is more to a brand than just its name.<\/p>\n","protected":false},"excerpt":{"rendered":"
It\u2019s kind of a branding oxymoron.\u00a0 Brands spend billions of dollars trying to capture consumer attention and mind share, only, at the peak of their life cycle, to do an…<\/p>\n","protected":false},"author":2,"featured_media":1150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[40],"tags":[],"class_list":["post-1142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/branding-and-seo.jpg",500,375,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/branding-and-seo-150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/branding-and-seo-300x225.jpg",300,225,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/branding-and-seo.jpg",500,375,false],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/branding-and-seo.jpg",500,375,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/branding-and-seo.jpg",500,375,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/branding-and-seo.jpg",500,375,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":10089,"uagb_excerpt":"It\u2019s kind of a branding oxymoron.\u00a0 Brands spend billions of dollars trying to capture consumer attention and mind share, only, at the peak of their life cycle, to do an...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1142","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=1142"}],"version-history":[{"count":1,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1142\/revisions"}],"predecessor-version":[{"id":1151,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/1142\/revisions\/1151"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/1150"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=1142"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=1142"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=1142"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}