Written By admin, 9 years ago
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The quote I use as a title of my note is taken from Al Ries & Jack Trout. It is proven and make a success.
I like to share David A. Aaker’s writing that somehow relates to the quote.
Muji—The No-Brand Brand
By David A. Aaker
Muji, one of the strongest retail brands in the world, has created its own subcategory. Brand Japan has measured brand strength for 1,100 brands in Japan for eight years. Muji is always in the top 30 and usually in the top 20, a spot shared by only three other retail brands. After opening its first store in 1983, it now has over 330 stores nearly one third of which are outside Japan. Few brands deliver more emotional and self-expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand! It is the no-brand brand.