What to do when your brand becomes "hot" overnight among influential endorsers? You take advantage of this sudden rise in popularity and the main brand, or do you try to slow down the diffusion process and try to understand how to market these customers? Relying on the case of Dunlop Volley in Australia, the authors argue that the inclusion of the brand, guiding the later results of adoptive parents in the short fashion cycle, and do not create long-term brand value. Because these brands are "discovered" by consumers, marketers must first understand the value system underlying this statement and then set a marketing program to those values. If Volley Dunlop, slowing the rate of diffusion was reached after four tactics: failure of the hard sell marketing, there are genuine orientation alternative distribution channels, and the delayed start to a wider audience. These events will provide a constant trust in brands with endorsers and helped to revive the brand has long believed dead. "Hide
by Michael Beverland, Michael Ewing Source: Business Horizons 7 pages. Publication Date: September 15, 2005. Prod. #: BH167-PDF-ENG
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