The power of marketing and branding

[Gabbe18]

I saw how they use these cheap shoes and sold them for high prices in a high end fake store.

What are your thoughts on this? Abd what this day about how gullible we are?

Thought this was pretty interesting lesson in marketing and branding.

Rontrell Bethley on Instagram: "What are your thoughts? Comment your thoughts below -Do people buy based off brand names? -Do people buy based off price? -Do people buy based off the companies marketing? -Do people buy based off the quality?

310K likes, 12K comments - trell_da_businessman on August 25, 2022: "What are your thoughts? Comment your thoughts below -Do people buy based off brand name..."

www.instagram.com

Payless scores with mock-up luxury shop - RetailWire

Payless ShoeSource created a viral sensation and earned widespread media coverage by opening a “fake luxury store” and duping fashion influencers into purchasing Payless shoes at exorbitant prices. What lessons should be drawn from the attention received by Payless' Palessi stunt?

retailwire.com

 

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[Practic]

I saw how they use these cheap shoes and sold them for high prices in a high end fake store.

What are your thoughts on this? Abd what this day about how gullible we are?

Thought this was pretty interesting lesson in marketing and branding.

Rontrell Bethley on Instagram: "What are your thoughts? Comment your thoughts below -Do people buy based off brand names? -Do people buy based off price? -Do people buy based off the companies marketing? -Do people buy based off the quality?

310K likes, 12K comments - trell_da_businessman on August 25, 2022: "What are your thoughts? Comment your thoughts below -Do people buy based off brand name..."

www.instagram.com

Payless scores with mock-up luxury shop - RetailWire

Payless ShoeSource created a viral sensation and earned widespread media coverage by opening a “fake luxury store” and duping fashion influencers into purchasing Payless shoes at exorbitant prices. What lessons should be drawn from the attention received by Payless' Palessi stunt?

retailwire.com

"What are your thoughts on this?"

Branding means that people are brainwashed to buy cheap crap.

 

[bpbrewer]

It's a publicity stunt, but at the end of the day, it's just that--a stunt. They got a good ad for payless shoes out of the one-day event, and that was their goal. But turning it into a long-term business was not.

Could they realistically sustain this business model in the long term and generate a loyal customer base? Probably not. Long-term business is sustained on trust. And trust is earned by keeping the promises we make. Sooner or later, the customers of the "fake luxury store" will discover that they've been duped. They've been promised a high-end luxury good, but they got a payless shoe instead. Trust violated.

Although it makes a good case that people are gullible and easily duped, it is by no means a case for a valid business model or a good marketing strategy. I'd argue that misrepresenting products, and passing off low-end items as high-end, is not a marketing strategy or a business model at all. It's a scam.

 

[Gabbe18]

It's a publicity stunt, but at the end of the day, it's just that--a stunt. They got a good ad for payless shoes out of the one-day event, and that was their goal. But turning it into a long-term business was not.

Could they realistically sustain this business model in the long term and generate a loyal customer base? Probably not. Long-term business is sustained on trust. And trust is earned by keeping the promises we make. Sooner or later, the customers of the "fake luxury store" will discover that they've been duped. They've been promised a high-end luxury good, but they got a payless shoe instead. Trust violated.

Although it makes a good case that people are gullible and easily duped, it is by no means a case for a valid business model or a good marketing strategy. I'd argue that misrepresenting products, and passing off low-end items as high-end, is not a marketing strategy or a business model at all. It's a scam.

Of course it's not a valid business model but there is still some valuable marketing and branding lessons in this. For example, if you actually have a high-end product then selling it in a high-end store and getting advocates to promote your product can be a great way to generate revenue. Imagine if they would have done this but with actual legitimate products but exactly he same marketing and branding.

 

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