no website theory
Out of context: Reply #9
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- Spookytim0
I have long felt there is something in this way of thinking and I know of a couple of creative studios that literally have no online presence at all and do really well, even now in these hard times. It intrigues me how they do it, but there is definitely a reverse psychology at work.
There is a whole new super-premium range of brands that are totally invisible on the internet. You could google them and come up with nothing, and assume therefore that they don't exist.
I did some speculative branding work in 03 for a men's super-luxury clothing & accessories brand called Holbrech that was going to launch in 05. I assumed it had never happened, but it did, and they exist, albeit with a different name, but they show up nowhere online, nowhere at all. They are fierce about keeping that way too as their perceived uberexclusivity relies on them being invisible to the hoi polloi.
They actually research their exclusive customers and invite them to inspect the goods. All done by post. Insane, but it works for them. Rich people don't want to buy stuff that's lying around on the superhighway.