Comments on: Adidas defends authenticity as fakes flourish http://anxietyindex.com/2009/04/adidas-defends-authenticity-as-fakes-flourish/ JWT's AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT's network, offering a truly global perspective. Sat, 13 Mar 2010 20:26:26 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Cuál debe ser el rol de la marca en tiempos de crisis? « Colectivo Planner http://anxietyindex.com/2009/04/adidas-defends-authenticity-as-fakes-flourish/comment-page-1/#comment-2812 Cuál debe ser el rol de la marca en tiempos de crisis? « Colectivo Planner Mon, 18 May 2009 17:59:30 +0000 http://anxietyindex.com/?p=1200#comment-2812 [...] 1. Ante la incertidumbre, brindar esperanza 2. No alimentar el fuego 3. Empoderar a los consumidores, dandoles herramientas para planificar el futuro 4. Apelar al deseo de contenerse y ahorrar haciendo enfasis en el valor agregado [...] [...] 1. Ante la incertidumbre, brindar esperanza 2. No alimentar el fuego 3. Empoderar a los consumidores, dandoles herramientas para planificar el futuro 4. Apelar al deseo de contenerse y ahorrar haciendo enfasis en el valor agregado [...]

]]> By: Mollie Hill http://anxietyindex.com/2009/04/adidas-defends-authenticity-as-fakes-flourish/comment-page-1/#comment-1555 Mollie Hill Tue, 14 Apr 2009 06:45:45 +0000 http://anxietyindex.com/?p=1200#comment-1555 Hi there, As well as your point about fake gear making you look ridiculous and/or socially irresponsible - I think this spot from Adidas also puts forward a great way into the value equation (e.g. value over price): Where cheap alternatives/fakes will break or let you down quickly, Adidas products are better value for (more) money - and therefore are likely to perform and last the test of time. This is clearly a way people already justify paying a price premium (product X may be more expensive but it is better quality, so it will last longer, and is therefore better value than cheaper alternatives), but I think this Adidas ad does a good job at reinforcing this mindset by actually showing the negative consequences of buying fakes/cheap alternatives. Although, I can’t read the type so I can’t be sure!?? Hi there,
As well as your point about fake gear making you look ridiculous and/or socially irresponsible - I think this spot from Adidas also puts forward a great way into the value equation (e.g. value over price): Where cheap alternatives/fakes will break or let you down quickly, Adidas products are better value for (more) money - and therefore are likely to perform and last the test of time.

This is clearly a way people already justify paying a price premium (product X may be more expensive but it is better quality, so it will last longer, and is therefore better value than cheaper alternatives), but I think this Adidas ad does a good job at reinforcing this mindset by actually showing the negative consequences of buying fakes/cheap alternatives.

Although, I can’t read the type so I can’t be sure!??

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