Brandless: When The Brand is No Brand

Quartz: “E-commerce company Brandless launched last week, but it is already billing itself as the ‘Procter and Gamble of millennials.’ The startup sells a variety of Brandless-branded foods and household goods, supplied by its proprietary partner manufacturers, and all priced at $3 … The company promises to keep prices low by eliminating the BrandTax, a phrase it requested a trademark for last November, and which it defines as the ‘hidden costs you pay for a national brand.’ Its simple white labeling was designed by a team of product and marketing experts and food scientists.”

According to CEO Tina Sharkey: “The Brandless movement is the ‘democratization of goodness.’ It’s that everyone ‘deserves better, and better shouldn’t cost more.’ The $3 price point is designed to make it ‘very freeing when you shop on brandless.com.’ Brandless wants people to ‘live more and brand less,’ to ‘tell their own stories,’ and to drop the ‘false narratives’ sold by Madison Avenue. ”

“In the meantime Brandless is crafting its own narrative. On its website, the company claims the average person pays a 40% or greater BrandTax markup on products ‘of comparable quality as ours.’ This seems likely true of Brandless organic extra virgin olive oil ($3 for 8.5 oz, or about 35 cents an ounce) but perhaps less so for its organic taco seasoning mix ($3 for a pair of 1 oz packets).”

Facebooktwittergoogle_plusredditpinterestlinkedinmail

Your Thoughts?