![]() ![]() Clothing brands such as Supreme and Yeezy make their mark selling limited releases of select items. "I have a cousin who's a psychiatrist in Seattle, and I said to her, you know, 20 to 30 minutes behind the wheel of a Ferrari - just all of the problems and issues just disappear and you come away just so refreshed," said Sandberg.īut the luxury car company is far from the only brand to employ the velvet rope tactic. ![]() It's a tactic known as velvet rope marketing, named after the kind of club that has a bouncer outside deciding who can go in, and making others line up behind a red velvet rope.ĭarian Kovacs runs the Jelly Digital Marketing firm in Fort Langley, B.C. "But in turn, the existing members are standing a little taller today because they're quite proud of what they belong to." "The amount of earned media and free publicity Ferrari got for that, you know, it's one, maybe two less cars they're selling to the Biebs," said Kovacs, who runs the Jelly Digital Marketing firm in Fort Langley, B.C. And while it may mean he won't be buying any more limited editions of the fancy car, Darian Kovacs says this is actually a brilliant marketing strategy. Instead, Bieber will only have the right to purchase run-of-the-mill series production models of the luxury car. Making changes to the vehicle goes against the company's code of conduct. Justin Bieber learned the hard way that the power of an exclusive brand is not to be underestimated.Īccording to reports, the pop superstar has been banned from purchasing future exclusive models and special editions of Ferraris because he painted his version of the car neon blue. ![]()
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