Anti-Branding Brand

A hand-drawn anti-logo and a red toe tip dot (for kicking corporate ass). Isn’t this itself a brand? One that promises to rail against the big bad corporation and stay true to non-conformism – sure. That’s the brand promise.
Brandchannel.com reported recently about this anti-brand effort, saying that, “it seems odd that anyone should be against branding. Brands are merely a badge, a promise of quality, an assurance of consistency.”
And this anti-brand shoe is no different.
The Blackspot campaign was in response to the use of sweatshops. The shoes are made at a Portuguese union shop, hours from 8am to 6pm, a …read more