Pirate’s Treasure

I’m inspired by my friend Mike’s new renegade promotional efforts to stir up some commotion over his client/friend Rachel Nasvik’s handbag line. Inspired by the book The Pirate’s Dilemma, Mike decided to subvert the New York City street stand piracy game by beating those vendors to the punch.  Using Twitter, he alerted fans when a limited number of genuine Rachel Nasvik bags (normally sold at high end department stores) would be available at those ubiquitous street stands for a discounted amount – then sat back and let the excitement build.   Fans were delighted to be let in on the deal, and Mike strengthened the Rachel Nasvik community by giving loyalists a reason to stay tuned in.  Plus, by accessing an irreverent and fun new “channel,” the brand made a statement about its personality and, I’ll say it, joie de vivre.   Sounds like a brand worth staying in touch with.  More here.