A dark day for the brand.

Did you know that the term "Black Friday" was originally coined by the Philadelphia Police Department to describe the chaotic (and thieving) conditions on the streets that took place every year on the day after Thanksgiving? Fifty years later, it has become a recurring event for the destruction of brand equity by retailers. And that's not all: Cyber Monday, Singles Day and Prime Week now make it unmistakably clear to customers that anyone who pays full price is stupid. As a result, manufacturers and retailers now have to constantly throw around promotional discounts, personal discounts and mid-season sales in order to sell anything at all. Well, what can you do - take it or leave it, thinks the brand manager, and so in 2025 all brands are afflicted by severe discountitis. All brands? A few brands led by indomitable professionals will not stop resisting. Or when was the last time you saw the "Arizona" from Birkenstock or the "Classic Cabin" from RIMOWA on sale? Exactly. So it works, you just have to do it! Or what do you think?

Here is the link: https://brandingstrategyinsider.com/black-friday-a-ritual-in-brand-damage/