Why brands are stepping back so customers can step in

Brands used to shout. Now they’re whispering.

Logos. Taglines. Big, bold branding. That was the old game.

But now? The smartest brands are stepping back, letting the product – and the customer – do the talking.

Branding without the brand.

In a world saturated with logos, two food giants, McDonald’s and Heinz, are doing something unexpected: they’re stripping it all back. No big logos, no traditional advertising spiel, just the product and the way people use it.

McDonald’s Only at McDonald’s campaign highlights the quirky rituals of its customers. Heinz’s It Has to Be goes even further, dropping its logo entirely, relying on the simple, unspoken truth that people already recognise its products.

So, what’s going on? Why are brands moving away from shouting about who they are and instead focusing on how we – customers – use them?

The shift: from brand-led to consumer-led

Branding used to be about making sure people knew exactly who was talking. Logos were central, taglines repeated, and brand colours were everywhere. Now, customers are more sceptical of overt marketing. So, brands are shifting tactics. Instead of saying, “Look at us!” they’re saying, “Look at you.”

McDonald’s isn’t just selling food; it’s selling the experience of sneaking a fry from a friend’s meal or swapping pickles. Heinz isn’t just selling ketchup or beans; it’s selling the cultural rituals that make them household staples.

This isn’t a gimmick. It’s a shift.

A move from brand-led to consumer-led. Instead of telling people what to think, brands are tapping into what they already do.

Why this works: The theory

This trend aligns with key marketing theories:

Byron Sharp’s ‘Distinctive Assets’.

Sharp argues that brands don’t grow through differentiation, but by building instantly recognisable brand assets.

Heinz and McDonald’s aren’t abandoning branding; they’re reinforcing it, without needing a logo.

A red sauce bottle next to fries? You know it’s Heinz. Someone stealing a fry? Feels like McDonald’s. This is branding without the branding.

Douglas Holt’s ‘Cultural Branding’.

Holt suggests that brands thrive when they become embedded in consumer culture. McDonald’s and Heinz aren’t just selling products, they’re owning behaviours. By focusing on shared rituals, they’re ensuring they’re part of how we eat, not just what we eat.

Why does this work?

Consumers are more resistant to branding than ever.

They’re tuned out, too many ads, too much noise. But they’ll always see themselves. Social media has made advertising more participatory and now, people don’t want brands to dictate their behaviour; they want brands to reflect it. Campaigns like these make customers feel in on the joke rather than just being the target of a sales pitch.

What’s next?

More of this.

More brands letting go of their logos, leaning into instinct, and trusting their place in culture. If your brand and product are already loved, maybe you don’t need to reintroduce yourself. Maybe you just need to remind people they already love you.