HOW TO USE THE RED SNEAKER EFFECT

Summary from the TLDR Marketing newsletter

The Red Sneaker effect is when people break established social conventions to signal higher status. Modestly dressed tech billionaires and Lady Gaga’s meat dress are examples of this. Breaking conventional norms can also help brands differentiate. One way to do this is to make your core values your marketing material. Do something unique on traditional “sale” days, like an “un-sale.” Brands should find ordinary opportunities to be extraordinary.