How to spot fake brands? A lesson in marketing

Hello Creative Souls,

This week’s ‘explained simply’ task is on a viral campaign about dealing with counterfeits in the fashion Industry. In a world where counterfeit goods run rampant, consumers are becoming increasingly wary of purchasing knockoff products. Rather than succumbing to the pressures of counterfeit goods flooding the market Diesel, the iconic Italian fashion brand made a uncanny move that left many scratching their heads.

Diesel decided to take matters into its own hands by creating its own knockoff brand as a clever marketing strategy. The brand, aptly named "Deisel," deliberately misspelled, was launched with the intention of turning the tables on counterfeiters and reclaiming the narrative about ‘fashion choices’.

Here is the gist: Diesel launches “Deisel” in New york as a stand alone pop up shop. The store's cheeky salesmen justify the misspelling and humorously plays it off. Customers engage with the store's ambiance and bargaining tactics typical to that of a fake merch store. Despite initial skepticism, customers find the knock-offs appealing and are willing to purchase them at discounted prices. The twist reveals that the knock-offs are, in fact, genuine Diesel products with fake logos, challenging perceptions of authenticity and proving that unconventional fashion choices can still be stylish.

The Punchline: Your flawed fashion sense is actually... a great fashion sense. 

This bold move by Diesel is a masterclass in brand storytelling and marketing ingenuity. By embracing the very thing that threatens its brand integrity – counterfeit goods – Diesel has managed to flip the script and transform a potential liability into a strategic asset that talks about fashion ‘choices’. The launch of "Deisel" not only generates buzz and intrigue but also serves as a powerful statement about authenticity and creativity in the fashion industry.

Moreover, by acknowledging the existence of counterfeit culture and incorporating it into their marketing strategy, Diesel demonstrates a level of transparency and self-awareness that resonates with today's savvy consumers.

Thus, if there was ever a tagline for this fake brand it should be:

DEISEL: Authenticity cannot be imitated.

By celebrating the imperfect, the unconventional, and the unexpected, Diesel challenges us to rethink our perceptions of authenticity and value in the modern age.

Diesel's decision to create its own knockoff brand may seem like a risky move, but it's one that ultimately pays off in dividends. Which also proves something - that build your brand to be big enough; that even your violation of your own guidelines will make the waves.

Older dissections here. Toodles.

Recommendation for the people who scrolled till the bottom: Buyology by Martin Lindstorm.