Debranding: Selfridges’ new brand marketing ploy

The British department store, Selfridges, has launched a campaign to differentiate it from the cluttered world of modern marketing. The store is stripping the logos off branded products, with the permission of those companies, leaving a tin of Heinz baked beans with a poignant whiff of steam puffing into a black void.

It’s part of a “No Noise” branding effort by the store. What is no noise? Selfridge soothingly explains: “As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.” Aahhh.