"No-brand" branding

Recently a number of companies have successfully pursued "No-Brand" strategies, examples include the Japanese company MUJI, which means "No label, quality goods" in English. Although there is a distinct MUJI brand, MUJI products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and MUJI's success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement. In this era of online social networking, blogging, and instant global communication this sort approach seems like a no brainer to me. 

MUJI's brand message is as follows: MUJI is not a brand. MUJI does not make products of individuality or fashion, nor does MUJI reflect the popularity of its name in its prices. MUJI products with a view toward global consumption of the future. This means that we do not create products that lure customers into believing that "this is best" or "I must have this" We would like our customers to feel the rational sense of satisfaction that comes not with "this is best," but with "this is enough." "best" becomes enough."