Escrevi século XX mas... em 1971 vivia em São João da Madeira, por baixo da minha casa havia um alfaiate. Julgo que não tinha marca como logotipo, a marca era ele, a marca era o seu trabalho, a marca era o que os seus clientes diziam do seu trabalho.
Quanto ao resto, é Mongo como o vamos descrevendo aqui, o regresso do artesão, o retorno do feito-à-medida, o pós-industrial, o pós-geográfico:
"When you walk into the home or office of individuals who have made purchases from these artists, you're not immediately pointing to them and saying, "Cezanne! Picasso! Warhol! Renoir!" These are — for the most part — unbranded works created to be both customized and personalized. It's part of a larger trend — instead of taking the time and resources to beat a brand into the modern consumer's mind, many new entrants are producing these customized and personalized — nearly unbranded — products for an ever-growing global consumer-base that is interested less in the label and brand experience and much more in something that can be uniquely "them."Trechos retirados de "The Rise of the Unbrand"
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The maker movement is giving rise to a new industry of individuals who are creating products that are both completely individualized and brand-less — and, thanks to the Internet, available worldwide.
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These massive shifts in how we buy (online, peer-to-peer and with a vast, global selection) coupled with modern technology (crowdfunding platforms, 3D printers, ability to manufacture fewer products while maintaining margins) bring us to a crossroads, where what we have previously defined as a brand (design, experience and how it makes us feel within our social class) gets trumped by a new generation of brands that are without logo, built on pure utility and function, and are intentionally unbranded. That's changing what big stores like Selfridge's carry, and what big brands like Levi's produce. The more unbranded these traditional brands become, the more humane and interesting they seem to be."
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