A Marketing Strategy That Goes Against All Logic
It sounds completely backward, but sometimes the best way to make customers want your product is to make their experience a little bit worse. As a marketing CEO, I saw this play out firsthand. I remember sitting in meetings with Coca-Cola executives who were stumped by the explosive growth of Red Bull. Sales of sugary drinks were tanking, but for some reason, the equally unhealthy, almost medicinal-tasting energy drink market was on fire. What was going on?
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