On Thursday at 11 a.m., the Supreme store in Soho debuts a new sneaker design, and people wait around the block to be the first to purchase it. Roughly a mile away in Madison Square Park, a line snakes past manicured lawns as people wait an hour in line to buy a Shake Shack cheeseburger. Further downtown, Tyler, the Creator, the impresario leading man of the hip-hop collective Odd Future, hosts a pop-up shop on Orchard Street with a thousand kids waiting in line to meet the artist and buy his gear.
How to Build Brand Religion
Companies can make long lines and irrational buying a good thing.
January 29, 2014
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.