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Less is more!
Why you should learn to tune noisy marketing out.

Silence makes noise! These new brands with invisible branding.
We live in the age of noise. Ubiquitous hubbub, generalized cacophony, permanent tumult. Doctor, my ears hurt. Symptoms: damaged eardrums and confused brain. What if all this noise only amplified the echo of the quietest? Between minimalist visuals, subtlety and controlled speaking, brands with light branding show little, but tell us a lot. Seenk deciphers the “light branding” trend.

Soylent, acetate, reduces the bottle to a minimalist silhouette: perfume, logo, number of calories and that's it.

Coca-Cola recently took the risky step of banishing its infamous caramel hue for the Japanese market, replacing the tried-and-tested formula with a clear version to underscore its purity. And this taste for purity isn’t limited to the Land of the Rising Sun. Norwegian brand Lofoten Water has also tested the limits of minimalism by creating an “invisible” water bottle. For a brand claiming to be the purveyors of the world’s purest unfiltered water, this is a marketing tactic that carries some serious weight.

Combining design and functionality is a case study that could only have come from Scandinavia.

But the trend has caught on worldwide: natural beauty brand Glossier shines through the subtlety of its expression. The smallest detail of his universe enhances his posture, the packaging attracts by their simplicity. Only one element stands out: a solid color pop. What translate his desire to make makeup a simple means of personal expression.

What is detonating is that new brands with almost invisible branding are eclipsing their already established competitors, without raising the word. For Miles Davis, “Real music is silence and all the notes only frame that silence. These new communication virtuosos have mastered the art of shouting less loudly, but weigh their words so that they reason more.

The Less Said, the Better.

Discretion can be a balancing act, especially when facing so many competitors. To establish oneself in the crowded market, one often has to shout. Like a market vendor, brands often shout out too many attention-grabbing messages that get lost in the ruckus and annoy customers. Brandless Understood this and surprises with an abbreviated brand speech. She tells us in one word who she is, we deduce who she is not. “Better everything, All for $ 3”. No talk. If the speech is so brief, it is to make us better understand that she does not like fine talkers.

Make no mistake.

Anti-branding is still branding, with more thought having gone into packaging than meets the eye. A touch of finesse does wonders to pique curiosity—for Renoir, the fact that his muses were nude isn’t what made them attractive. One must find the perfect point of tension; the little that is shown must be suggestive enough to get the imagination go into overdrive. Modesty has never been so sexy.

A Worthwhile Sacrifice.

The latest formula based on hyaluronic acid, glucosamine and nonionic vegetable foam promises you to look 10 years younger and lose 8 kg in 2 days? All that nebulous talk manages to convey is a headache. By shedding the superfluous, the beauty brand The Ordinary reveals its uniqueness. She describes her approach as “abnormal” because of its simplicity. Ironically, the subtraction of ingredients produces more value than the addition. This essentialism reflects our desire to bring clarity in our lives and to focus on what matters to us. A homecoming that is good for the ears.

Simplicity is key. In our era of advertising where it’s irresistible to show off, this motto allows brands to implicitly emphasize what makes them unique and stand out from the crowd. Words that matter, brands that matter. When will a bottle of milk go so far as to tell us that "the path to greatness passes through silence"? Listen to Nietzsche's advice - already because you will be able to quote it at your next lunch (= personal branding) but also and above all because it works. So stop gossiping to compete in eloquence.

Read the article on DNA. Words by Seenk agency’s strategic planning team.

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