What Are the Limits of Unbranding?

Celebrity endorsements have been popular for a long time, but fashion experts are reportedly now practicing a new marketing strategy loosely known as “unbranding”: “Allegedly, the anxious folks at these various luxury houses are all aggressively gifting our gal Snookums with free bags. No surprise, right? But here’s the shocker: They are not sending her their own bags. They are sending her each other’s bags! Competitors‘ bags!” Apparently an endorsement from “Snookums,” a.k.a. Snooki of Jersey Shore fame, is poison for a luxury handbag designer. Surely this strategy has been, or will be, practiced by other agents, large and small. (And yes, signing one’s enemy up for a porn-magazine subscription really does get his attention.) Readers, any thoughts? What are the limits to an unbranding strategy? (HT: Marginal Revolution)

Via FREAKONOMICS

One response to “What Are the Limits of Unbranding?

  1. Brilliant concept. I’m guessing Lindsay Lohan is also an ideal “unbrand” evangelist.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s