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No Name Brand

May 25, 2006 Graeme Codrington Marketing and sales, The Quick and the Dead - case studies 1 Comment

The “No Name” brand is instantly recognisable by any South African. Its a brain child of Pick n Pay (SA’s equivalent of Tesco’s, Safeways, etc). The concept was to provide quality products, from a trusted source, without having to pay the costs of a brand name.

As I was driving into Durban this morning, I saw a big billboard with the standard phrase: “Why should you pay extra for a brand name?”, promoting No Name cooking oil. But, I noticed for the first time (maybe just because it was so big), that “No Name” is trademarked. It is No NameTM. How ironic!!

Did the advertisers not see this irony? Did Pick n Pay not see it? Its “No Name” BRAND!

Not a deep thought, I know. But its my thought of the day.

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Currently there is "1 comment" on this Article:

  1. maverick says:
    June 12, 2006 at 2:11 pm

    Sometimes if the propaganda/advertising is convincing enough, or if the person doing the advertising has built up enough trust I think people can become blind to what is really going on and continue to believe the ‘hype’.

    In this people trust Pick n Pay… Just a thought!

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