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  1. Sam
    Jun 08 - 4:08 am

    Very interesting article. Case in point Burberry fashionable British luxury brand were having problems in the UK where their clothier, specifically the famous check was being “anchored” with consumers who were not Burberry’s target market, i.e the so called “Chavs”, it took them a while to bring themselves back to being cool enough to appeal to their high end customers again.

    So anchoring is good but be careful not to let your brand get taken over by non targeted customer demographics, the power of mass appeal can snowball very quickly and out of control.

    • markdisomma
      Jun 09 - 2:53 pm

      Hi Sam – yes it was a classic brand hijack, and one that Burberry handled very well I thought. Thanks for your feedback.


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