Puff Daddy Aims to End Counterfeit Culture
Jeremy Gutsche — December 11, 2006 — Pop Culture
References: dontbuyalie & thestar
This weekend the Star covered a new anti-counterfeit campaign launched by Sean John (aka Puff Daddy). Can a hip rapper change our counterfeit culture?
Implications - Campaigns that are marketed towards ending counterfeit products tend to be disregarded amongst audiences; however, companies can play off of the fact that consumers have been proven to feel more happier with authentic products. Anti-theft campaigns need to be driven by audience inventive, as a consumer benefit drives a larger positive response to the message. Companies who are able to recognize that the target audience has a need for self-satisfaction can utilize the idea that luxurious goods will cause an increase in users' social standing to their advantage.
Implications - Campaigns that are marketed towards ending counterfeit products tend to be disregarded amongst audiences; however, companies can play off of the fact that consumers have been proven to feel more happier with authentic products. Anti-theft campaigns need to be driven by audience inventive, as a consumer benefit drives a larger positive response to the message. Companies who are able to recognize that the target audience has a need for self-satisfaction can utilize the idea that luxurious goods will cause an increase in users' social standing to their advantage.
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