[stingrae]

I felt this way until I worked at Essential, the now shut down phone maker.

One of the core company design principles was to have minimal branding. The phone design had no logo. When you show it to people they are looking for the identifier and it's completely missing. When you are in a market where most of the products look largely the same, branding is very important.

It's unfortunate, but absolutely necessary.

[dpb001]

I don't doubt your experience, but out of curiosity, what led you to the conclusion that branding is "absolutely necessary"? It seems to me that the presence of a name on black rectangle wouldn't matter to the average consumer. I get that there's a percentage of the consumer market that wants to advertise that they're rocking an Apple/Samsung/whatever device, but I would think that price/performance would be the major factor. Of course, that's probably why no one has ever put me in charge of marketing strategy.

[tavavex]

Ironically, because phone designs have converged so much and innovation had plateaued, a phone with no branding whatsoever represents a brand in and of itself. Think about it, even the worst, cheapest no-name phones built from old parts in some small Chinese factory have something written on them. The absence of a logo is so unique that it performs the same function, because no one else is doing that. The catch is that it only works if people know this gimmick in advance, but this also applies to brands with textless logos.