If you want to increase demand, limit access
After our first meeting in one of the capital's stores, I found out that there is a little more than a month to update the brand. The opening of two new stores with new branding was already planned for the end of November
Lines for goods, the inability to buy the same product in different stores, the inability to buy online - this is a scarcity strategy. It works, but dictates a certain tone of voice to the brand.
There was not much time, so I immediately got to work:
Introduce a strategist and copywriter
having received an advance payment =)
Conduct a zoom call with the client and all participants in the process
After the conversation, within a week, we formed answers to questions
Impudent. Bold. Frank. Youth
Our main enemy is embarrassment and shame. Gotta tame him
There is a feeling of awkwardness, a certain sense of guilt or shame for having to buy in the low-budget segment.
We want to work with awkwardness by turning it into another emotion:
► I have everything under control
► I'm a good guy, I pull everything
► I myself choose where and on what and how much I spend