# Subversive Deception Brands overthrow consumer perceptions that higher costs mean higher quality. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 6, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/subversive-deception ## Key Figures - Trend score: 5.4/10 - Evidence articles: 5 ## What is the Subversive Deception trend? **Subversive Deception:** 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 19, 2017 to Aug 27, 2018 - Published: Oct 6, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Subversive Deception trend ### 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. ### 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. ### 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. ## What the Subversive Deception trend means for industry ### For Advertising Producing sophisticated advertising to subvert consumer knowledge of product and elevate brand recognition. ### For Product Design Creating product guides and marketing campaigns to distinguish similar and affordable products from higher quality ones. ### For 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. ## 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 signals for Subversive Deception Trend score 5.4 out of 10, from popularity 81%, activity 74%, freshness 8%. - Popularity: 81% - Activity: 74% - Freshness: 8% ## Examples of the Subversive Deception trend 5 featured examples from Apr 19, 2017 to Aug 27, 2018. - [Deceptive Shampoo Campaigns](https://www.trendhunter.com/trends/suave-professionals): Suave Professionals Has Released a Creative Ad to Market Its Shampoo (Category: Fashion) Implication: Hair care brands can explore reverse branding techniques to challenge consumer perceptions of quality based on affordability. - [Deceptive Coffee Shop Menus](https://www.trendhunter.com/trends/perfectly-uncomplicated-lattes): Tim Hortons Opened a Fake Cafe Called 'Perfectly Uncomplicated Lattes' (Category: Marketing) Implication: Coffee shop chains and independent coffee shops can explore unique branding strategies and experiential concepts to differentiate themselves and attract customers. - [Bag Differentiation Guides](https://www.trendhunter.com/trends/ikea-frakta): This Guide Distinguishes the IKEA Frakta from a High-Fashion Look-Alike (Category: Fashion) Implication: Fashion brands can leverage the trend of luxury knock-offs to create unique content and engage with consumers through humorous guides or campaigns. - [Affordable At-Home Spa Products](https://www.trendhunter.com/trends/home-spa-products): 'Aroma' is a Line of Affordable Luxury Bath and Shower Products (Category: Fashion) Implication: The self-care products industry can explore disruptive innovation opportunities by offering affordable luxury options that prioritize sensory experiences and personalized scents. - [Moon-Inspired Golden Burgers](https://www.trendhunter.com/trends/golden-burger): The New McDonald's Item Celebrates the Mid-Autumn Festival in Asia (Category: Lifestyle) Implication: The culinary industry can explore the creation of high-end and gourmet menu items to cater to a wider range of customers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)