Dissolving When In Use: MUJI, Brand and Nothingness
An exegesis on the anomalous MUJI brand of Japan and what branding agents can take away from it. Offering over 7,500 products, MUJI is the "No Brand" brand. Far from minimalist, MUJI has reversed all popular wisdom for branding and achieved a brand synchronicity, ethics and transcultural positioning that is outstanding. Function defines design--and becomes essence with MUJI products. And MUJI's emphasis on aligning materials, production, design and distribution allows MUJI products to be the sole representatives of the MUJI brand (with enviable success).
Dissolving When In Use: MUJI, Brand and Nothingness An exegesis on the anomalous MUJI brand of Japan and what branding agents can take away from it. Offering over 7,500 products, MUJI is the "No Brand" brand. Far from minimalist, MUJI has reversed all popular wisdom for branding and achieved a brand synchronicity, ethics and transcultural positioning that is outstanding. Function defines design--and becomes essence with MUJI products. And MUJI's emphasis on aligning materials, production, design and distribution allows MUJI products to be the sole representatives of the MUJI brand (with enviable success).
Dissolving When In Use: MUJI, brand and nothingness
1. Dissolving when in use
MUJI, brand and nothingness
author:
Haydn Sweterlitsch
VP, Creative Director
RTCRM, a Wunderman Network Agency
Washington, DC
July 2009
contact:
hsweterlitsch@gmail.com
Twitter: Haydn_S
202.299.7496