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What I believe Harlem and Sandberg have come up with is an entirely new marketing genre: “spin-marketing.”
Spin-marketing
VOSS acquired the world’s most common substance (water) for free, did nothing to enhance it and—through dazzling spin and elegant packaging—persuades diners to spend up to $6.75 a bottle at upscale restaurants, hotels, spas and clubs around the world. It is served exclusively at such events as: Sundance Film Festival, New York Fashion Week, the Emmys, Golden Globe and SAG Awards, and the Miami Polo World Cup.
If a couple of Norwegians can make this kind of splash out of a substance so common that it does not even qualify as a commodity, just think of the spin you could give your products and services by applying these techniques.
Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com or www.businesscommonsense.com, or contact him via e-mail at dennyhatch@yahoo.com.
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