August 31, 2005

Muji - the Un-brand
BusinessWeek: The Serious Cachet of "Secret Brands"
"Muji certainly has made a business case for saving marketing dollars on brand building and plowing that money into better design at affordable prices. Its executives believe a brand name or a logo is extraneous and doesn't bring a specific benefit to consumers except to satisfy their ego. "Muji can focus on the basic essence of products instead of dedicating energies to the frills," says Hiroyoshi Azami, General Manager at Japan's Ryohin Keikaku, which owns the Muji stores."

[Via Web Globalization News]

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