The Myth of Anti-Branding: How 'Authentic' Marketing Is Still Marketing
By
Cat How
7mo ago· 4 min readenInsight
65/100
Toasty
Bagelometer↗
Crackles when you bite it. Shows the baker did the work.
Score65TypeanalysisSentimentneutral
Summary
This article critiques the concept of 'anti-branding' as a marketing trend, arguing that what appears to be raw and authentic is actually carefully curated branding strategy. The author uses examples like the Jolene restaurant logo (designed by a six-year-old but professionally curated) and other 'anti-brand' campaigns to demonstrate that these supposedly authentic approaches are just sophisticated marketing tactics with better public relations.
Key quotes
· 4 pulledanti-branding is just branding with better PR
It was a carefully curated decision by a professional designer
The design press loves to breathlessly report on the rise of the 'anti-brand'
those supposedly raw, unpolished, authentically messy identities that reject corporate slickness
We need to talk about the elephant in the room. Or rather, the six-year-old's restaurant logo, the lime green album cover, the poster for a jacket you’re specifically told not to buy… and even the...
