100 brandless days

For 100 days, Andrew Miller, a graduate student studying branding at SVA, is going white on white. Each day, he'll be replacing one item's thoughtfully planned branding by painting it completely white.



What would this world be like without branding? Which would you rather buy: a black and brown Duracell battery, or this white one?



This raises more questions: How much attention do we pay to a company's branding? Are some designs more memorable than others? What, if anything, do we remember about objects that we use day to day?



Miller's efforts are definitely eyebrow-raising and quite insightful. His mission challenges our way of thinking and proves/disproves the efforts of marketing teams worldwide.

Follow Andrew Miller's 100-day journey through a brandless universe: http://brandspirit.tumblr.com/

Until next time,
J