Brands overthrow consumer perceptions that higher costs mean higher quality
Implications - Brands that are known to be more affordable are using various advertising platforms to intentionally deceive consumers into believing they are consuming products that are much more expensive than they already are. More than exposing the associations consumers often make that expensive and minimally branded products are higher in quality, these campaigns push to subvert those notions. This shift allows for brands that are associated with cheaper products or services to push past negative assumptions about the quality of their products, and reframe consumers' perspective – while still holding on to their consumer base and core values.
Workshop Question - In what area is your brand perceived negatively, or "lesser than" a competitor? How can it subvert those consumer perceptions and expectations?
Trend Themes
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Deception Marketing — Brands deceive consumers through advertising to subvert notions of quality based on cost, granting them the opportunity to alter their consumer base's perspective while still holding on to core values.
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Product Differentiation — Brands create guides and campaigns to distinguish their product from similar, more expensive products, granting them the opportunity to increase brand recognition and loyalty.
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Affordable Luxury — Brands market affordable, high-quality products that convey an at-home spa experience, granting them the opportunity to appeal to consumers searching for self-care rituals.
Industry Implications
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Advertising — Producing sophisticated advertising to subvert consumer knowledge of product and elevate brand recognition.
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Product Design — Creating product guides and marketing campaigns to distinguish similar and affordable products from higher quality ones.
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Personal Care and Spa — Marketing products and scents depicting a luxurious at-home spa experience that appeals to all consumers, including those unable to afford the more elitist options on the market.
5 Featured, 45 Examples:
100,903 Total Clicks
Date Range:
Apr 17 — Aug 18
Trending:
Warm
Consumer Insight Topics:
