Basic economic theory shows us that that consumers benefit when brands compete for our purchasing power. The more brands vie for our affections, the higher the quality of goods and services and the better the pricing.

Then why do some marketers do the opposite by making customers compete for the privilege of buying the brand?

“Drop culture” marketing is a strategy that involves brands releasing limited quantities of highly anticipated products at unpredictable times. These new product “drops" find frenzied buyers going to extraordinary lengths to attain the coveted wares. This leads to higher prices........

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