Walking into a grocery store is like walking into a world full of brands, each one offering you something new from the other. Branding is one of the most significant tools for companies that produce products, and it is one of the leading things that sets them apart from the rest of the competition. The way the product is packaged, the design that it follows and the claims that it makes all contribute to the deciding factor of customers, helping them figure out which product they should go in for. Brands spend thousands of dollars to find the right kind of packaging and design that they want to go with; they want their brand to look as different as it possibly can, and usually pay a hefty price for it. Advertising is another major thing that companies producing products invest in. A brand that has a good marketing and advertising campaign is sure to draw in a lot more eyeballs than one without a campaign and increases their sales by a significant amount.
The reason brands go in for this strategy of standing out is because it works. But what does this mean for the customers on the other end? Take the soap category for instance. You have a large number of brands, competing with one another for the number one spot in their customer’s shopping carts. Brands try to make their products look as appealing as they possibly can, add quirky names to their products, and even boast of different benefits of buying their particular product. Some brands even go one step further to release multiple different types of soaps, each with its distinct smell and ‘flavor.’ Each one of these soaps that you can find on the shelves does the same thing; they take the dirt off your body. Yet, you see people lining up to buy the latest xyz brand soap just because it looks better on the outside than others.
Brandless is one company that is trying to change the game when it comes to branded product. The company does not believe in defined labels and names their products exactly as they are. For example, if they are selling a bar of soap with lavender in it, the words ‘Lavender Soap’ will be written on it. The brand mainly sells its products through Whole Foods, and mainly aims at customers who want to buy good organic products without all the marketing additives in it. Even though it may not seem like a brand that could work at first glance, they are slowly growing to be a more significant brand day by day.
The reason Brandless has become so popular because it is tapping into the trend of selling items that give you all the information that you need, and no marketing jargon to make it seem better. The products are as they are, and nothing else. The company has made a brilliant shift as compared to other brands who go down the traditional route.
But the question remains, is the idea of giving people Brandless products going to change the marketing industry?
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