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I've been thinking more and more that when it comes to advertising, trying to squeeze irrational behaviour into a logical system just isnt going to work long te
by jp555 6y ago
I've been thinking more and more that when it comes to advertising, trying to squeeze irrational behaviour into a logical system just isnt going to work long term.
Rory Sutherland's "Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life" convinced me that advertising has not changed at all, no matter how much Silicon Valley wants it to. Their delusions WILL come home to roost eventually.
Only ~10% of advertising $ is spent on direct response.
~90% of advertising is brand advertising, with no immediate conversion as a goal. It's about slowly nurturing the creation of a STORY inside the heads of prospective customers.
- ahelwer 6y agoAt the start of covid lockdown I realized I needed a new pair of sweatpants. Where was the first place my brain thought to look? The nike store. Why was that? What specific ad or celebrity sponsorship can you trace that back to? Probably something to do with basketball but I honestly do not know. Regardless, I ended up buying a pair from nike.
- antsar 6y agoAnd now your comment planted the seed for a bunch of other readers. It's infectious!
- smolder 6y agoNot for me. When there are low-advertisement brands available, I tend to pick those because less of the revenue I give them goes into advertising. I potentially get a higher value product, and I make the world a better place by voting with my money to discourage aggressive advertising. Nike fosters fanaticism around its products and has long been on the unofficial boycotts list for me.
- jp555 6y agoAdvertising is only one tool in creating a brand story. Design is often just as much about what you leave out than what you put in.
- lotsofpulp 6y agoI would have thought to go to Costco. Because of decades of quality experiences and knowing their business model. Or Uniqlo, also based on experiences and knowing they are moderately priced. I've never seen an ad for Uniqlo though. All of my experiences with Nike are it's either overpriced garbage, or very expensively priced good stuff, but not good enough that it makes it worth the marginal cost over what's at Costco.
- jlbnjmn 6y agoI bought Adidas...at Costco.
- lotsofpulp 6y agoI just bought Adidas socks at Costco too, but I would have bought whatever brand they had. I know the Adidas (and Nike) brand products of varying quality for various price points at Walmart versus Costco versus their outlet stores versus their Soho stores in manhattan.
- lostgame 6y agoMy feet and overall posture have thanked me relentlessly from my choice to spend $50-100 more on footwear every year or so since I have started buying Nike shoes. I mean, the difference is literally night and day from when I used to just grab a cheap or even ‘reasonably’ cheap ($50-70?) pair of shoes. Sweatpants, screw that - I’ll quote Macklemore here, “$50 for a t-shirt, that’s just some fucking ignorant shit,” - go buy them from freaking Wal-Mart - who is going to see you in them anyways but your partner - but Nike’s core business is shoes, and my God, they do it exceptionally well.
- lotsofpulp 6y agoYes, I wouldn’t go to Costco for my shoes, since I’d want to maximize for quality.
- pjc50 6y agoYou bought a branded article from their official store? That pretty much guaranteed paying the maximum price.
- lotsofpulp 6y agoI would assume a Nike product purchased at full price on their official website is better quality than a Nike product sold at a lower price at a discount store. That turns me off from buying Nike, as I want to reward brands that are consistent quality at whatever price, but Nike is betting they can get more revenue by using price discrimination to target different customers with the same brand.
- reaperducer 6y agoYou bought a branded article from their official store? That pretty much guaranteed paying the maximum price. It depends on the product. Lately I've seen a lot of items on brand stores lately that are cheaper than in any online marketplace, with the added benefit of being 100% guaranteed to not get something that's fake/used/Amazon/knockoff.
- rchaud 6y ago> Where was the first place my brain thought to look? The nike store. Why was that? The first place was a Nike store and not a retailer that you had purchased your last pair from? I suppose it depends on how much importance you place on having a varied wardrobe. For me, past the age of 25 I could no longer care about spending hours in a mall trying on different brands, comparison shopping, and figuring out the fit. If Brand A is of suitable quality, price and fit, I'm buying Brand A for as long as they keep making that article of clothing.