The Allure Of Being Limited: Part 2/2

Ideas, Riffs And (Some) Noise On All Things Marketing. Branded

Quick Read: Value as a concept to a consumer has 2 key dimensions: perceived benefit and perceived cost of a product. But the moment a third dimension called ‘availability’ is introduced, the equation becomes intriguing and interesting, especially when the former is limited – in reach or time.

Imagine someone unboxing a case of 20 blind boxes – each box contains a sealed wrapper that holds a mystery toy within.

For each foil he unwraps and realises the actual toy within – a miniature character –  he lets out an exclamatory ‘aah’. The look and feel of this miniature character makes him marvel at the detail and the exquisite craftsmanship that must have gone into its make, while he also makes a mental note to himself regarding its probable name and where it fits in the larger family of its ‘toy clan’.

And this goes on for each of the…

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