The Quiet Signal: Why some of the strongest brands are stepping back from their own branding

Walk into a handful of the world’s most recognised stores today and you may notice something missing. The bags carry no visible monogram. The packaging has no bold wordmark. The product is left to speak, largely, for itself. This is not an oversight. It is a deliberate strategy, and it is showing up across categories that have very little in common except one thing: they have all built enough recognition to no longer need to shout about it.