Tag Archives: velvet rope principle

Questions To Answer: How Balance Longing and Belonging?

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How leverage people’s desire for inclusiveness and community while at the same time create a sense of exclusivity?  Create some tension that makes people long to belong?  It is a balancing act that brand owners need to master if they want to be about more than ‘price and performance’. Continue reading

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The Tesla Tease: Exclusivity through Complicity

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Prestige brands don’t have it easy. We don’t want them to sell to us (in fact, they should ‘un-sell‘), but we love for them to seduce us. They must make us desire them, not just need them, for only then might we be willing to … Continue reading

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