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.

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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.

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I’ve been loaded with work and projects lately. So here is my article to prove of my still existence. Oh yeah, it’s about brand as whole and not specific to a brand identity as Logo. Just read and enjoy.

As a brand specialist, I’ve viewed many brand battles-just to win the consumers’ minds and hearts. I live in this busy city of Jakarta, and everyday I see many marketing buzzwords from all sort.
From billboards, magazines, TVCs, print ads, and other type of out-of-home medias. My translation to those buzzwords is “desperate and busy business people”. They are becoming over crowded, and just simply unpleasant to my eyes, ears, and mind. Is this another bull s**t with another over promise but under deliver mode? And they claim themselves that their brands are Authentic -making it and keeping it real, honest, genuine, and true.

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