March 21, 2008
I often wonder if brands fail to use exclusivity as a marketing tactic.
The idea that they can produce limited quantities of high value and high worth products and services and make them available only to a select and pre-selected audience of high rollers.
The problem is, that’s the old way.
Perhaps we are witnessing the arrival of something new- Democratic Exclusivity.
I’ve recently been following the story of David Chang’s new restaurant in New York, Momofuku Ko.
The restaurant only has 14 seats and you can only reserve one online on a first come first served basis.
This is especially interesting, because unlike days of old where it was who you were that got you a table, this is all about a democratic process where it doesn’t matter who you are.
Instead, if you are prepared to be patient and work, you will get rewarded with entry.
Brands could be exploiting Democratic Exclusivity in all its multiple forms; from designer editions, to limited time offers.
Couple it with the Internet, and “exclusivity for all” suddenly has meaning. This is all about blending scarcity and timing, when you play with the two elements you create buzz and intrigue.
Lots can be done here.
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