Redefining brand loyalty

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PRs would customers sleep rough just to get hold of your client’s products? ViceUK has interviews with prospective customers looking to buy Nike’s Yeezy II trainer designed in conjunction with Kanye West. Some of these customers slept rough for two days in Shoreditch near Nike’s 1948 store to buy a wristband that would allow them to pick up their shoes when they become available.

  • Can PR engender such brand passion, or is it down to product design?
  • Can it be created or is it a customer driven phenomena?

Outside some of Apple’s product launches I can’t think of any other products that currently have that effect.

Archived here from a blog that I used to write at PR Week.