NEWSLETTER OCTOBER 1 -7

Brand Swamy

PART 1 - Strategy

Scarcity + Exclusivity Marketing

Why it works:

People value things more when they feel rare or limited. It taps into FOMO (Fear of Missing Out) — a powerful driver that pushes people to act faster, pay more, and brag about being part of a select group. Psychologically, scarcity signals value and exclusivity makes customers feel special.

How to use it:

Limit quantity (e.g., “Only 100 made” or “Limited edition drop”)

Limit time (e.g., “Offer ends in 24 hours”)

Gate access (e.g., “Members-only sale” or “Invite-only”)

Publicize the sellouts — makes others want it more next time

Examples:

Supreme – Releases very small batches of their clothing (“drops”) that sell out in minutes. This scarcity makes their products status symbols.

PART 2 - Brand Story

How medicine became a soft drink: the story of Coca-Cola!

In Atlanta, pharmacist John Pemberton cooked up a caramel-coloured syrup in a brass kettle, thinking it would be a medicine for headaches and fatigue. His book keeper, Frank Robinson, suggested the name Coca-Cola and hand-wrote the famous flowing logo that’s still used today.

The Spark: It wasn’t an instant hit. But Pemberton sold the formula to businessman Asa Candler, who understood that Coke wasn’t just a drink — it could be a lifestyle. Candler gave out coupons for free glasses, plastered signs everywhere, and made sure the logo was visible in every corner store.

The Global Takeover: By the 1920s, Coca-Cola wasn’t selling “cola” — it was selling happiness, refreshment, and a moment of pause. Ads showed smiling families, athletes, and even Santa Claus holding a Coke, cementing it into pop culture.

PART 3 - Two Good Books

Shoe Dog is Phil Knight’s interesting tale of building Nike from scratch through relentless persistence.

 Elon Musk by Walter Isaacson is an unmatched  look at Musk’s turbulent genius, showing how his relentless drive, risk-taking, and chaos-fueled leadership built game-changed companies while often wreaking havoc in his personal life.

PART 4 - Two Good Voices

When something is important enough, you do it even if the odds are not in your favor.”

-Elon Musk

“Your most unhappy customers are your greatest source of learning.”

-Bill Gates

Part 5 - Action of this week

This week, pick one product or service you offer and create a 72-hour “only now” offer around it — highlight its uniqueness, set a hard deadline, and push it across all your channels.