McDonalds goes No Brand

Amazing news from McDonald’s Japan, who have launched “No Brand” stores. I say “No Brand” since it does have a brand, in fact it’s very branded, it’s just not branded as McDonald’s, and it’s lack of obvious clear branding is in fact part of the brand effort. Someone has clearly spent a lot of time looking at this. It seems (with my limited knowledge of Japanese culture) to be something that would be an interesting fit, they are a very brand conscious consumer and yet often seem to rebel against overly traditional brands (think golden arches and clowns).

Interesting that the site has a picture of the statue of liberty. Is the “quarter pounder” store coming to New York soon?