FOMO marketing – How hard-working limited editions drive brand hype – Comment

Historically, the blueprint for building a brand has been to craft the biggest, shiniest TV ad you could afford, maybe throw in some billboards, and call it your ‘brand campaign’. Then, you’d draw a line in your strategy document, with all the tactics used to drive sales, such as sampling and off-premise promotions, sitting underneath - literally splitting the marketing strategy into above- and below-the-line activity.The time is now upon us, however, to think differently about the role the product plays in brand-building.I say that as someone who’s watched probably more than 100 TikTo