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Alex Tran

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  • 4 min

Risk as Creative Strategy

🎯 MSCHF, an art collective, embraces risk in brand marketing, creating provocative items like dissected Damien Hirst's "The Currency" spot paintings, selling individual dots for $480 and earning over $100,000 in profit. They crafted "Birkinstocks" from $70,000 Hermès Birkin bags, selling pairs for $34,000-$76,000. Their "Satan Shoes" collaboration with Lil Nas X, featured human blood and sold 666 pairs at $1,018 each, igniting controversy and a Nike lawsuit. These bold moves exemplify how risk can shape culture and make lasting statements.
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  • 5 min

Exclusion as Brand Strategy

💸 Exclusivity can lead to brand devotion, with the philosophy that catering to a specific audience can eclipse broad mass appeal. The concept of "1,000 True Fans" illustrates how a limited, dedicated following is sufficient for sustainable growth. Brands like Loewe, Porsche, and Teenage Engineering exemplify this approach by resonating with their core audience's worldview. Strategic exclusion involves identifying true believers, amplifying unique brand aspects, making exclusionary choices visible, creating friction for non-believers, and rewarding the faithful. This can paradoxically enable growth by fostering a passionate, identity-driven customer base.
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