Probably nothing will seem strange. Brand culture to win the minds and hearts and become part of our life in the form of "Louis Butonul" and "Jaguars". However, there was such a thing as no-brand, intentionally designed as opposed to in order to avoid dissonance.

The founder of this movement was Naomi Klein who said about the imminent collapse of the brand by presenting a claim to the world famous rich. Naomi worked as a journalist in Canada, and in 2000 released a bestselling book that raised a big fuss. No Logo was the title of the work, denouncing the good intentions of corporate world and skillfully linking the problems of consumers with the anti-globalization movement. Klein argued that brands have invaded our space and the right to choose, and their only purpose is banal greed. Much dispute has arisen on the soil of the ideas of the bestseller, the ultimate result was the emergence of a whole movement of no-brand. His associates without hesitation changed recognizable brands on the original and put at the head of the product itself.

In recent years, the movement began to join and fairly well-known company. For example, the Japanese "Muji" has put forward the motto: "No label, quality goods" (quality products without shortcuts). Now her goal is to create a simple, accessible products combined with a pleasantly low price. The dominant idea, inspired by the direction of no-brand, expressed in "Muji" in the simple design showcases a minimal cost of advertising. The main PR, thus, became a "word of mouth", when some happy clients attract other. The American company American Apparel has also gained a reputation as a supporter of the movement. Perhaps this indicated her increased interest in the topics, at first glance, completely unrelated to the production of clothing. This is racial inequality, migration, labour rights of the population. However, dealing with these issues, they did not forget to recommend myself. A typical representative of the direction of no-brand, oddly enough, can be called the network of IKEA. Its products are made of completely different designers, and sometimes the tab does not exist on it. But then it begs the conclusion that only a well-known brand can create a good no-brand?

According to Lera, which has developed an Internet website clothes no-brand, it is not so. She claims that it helps to strengthen its position in the market, and the concept of the brand came from the desire to stand out,to be noticed among the rest. Therefore, if your products are unique and in demand, then it is not necessary that her name was at the hearing. A good product will always notice. Therefore, no-brand is not a movement of those who are not so lucky.

Holly of Bel, the Creator of the site Fashionspace.com where they help to promote young talents, expressed a completely opposite opinion. She believes that the boundaries of the concept of no-brand too blurred. Someone understands this as a reduction of advertising budget, someone like no label. Some people like the idea of available prices, and there are those who understand no-brand activity in society. "Our task is to identify talents, so we are not particularly concerned about the promotion of his name. But our talents I would give advice to work on the branding to stand out among the rest of the mass," says Holly of Balm.

And here came the era of no-brand. However, it is unknown what exactly this means, and how to fight for it. But it doesn't matter. It is popular, accessible, and, most importantly, is promoted.

And in the end we have the brand under the slogan no-brand!