Are You Worth Stealing?

Sam Frentzel-Beyme Follow Managing Partner & Strategy Director

The Short of It

  • Brands that are desired can drive compelling behavior.
  • Theft is a behavior impacted by perception about the product stolen.
  • As a mental exercise, it can be helpful to think about whether your product is or isn't worth stealing.

I heard a story on NPR the other day about major thefts of laundry detergent.

Evidently the culprits would fill up carts with bottles of laundry detergent then run out of the building and load everything into a waiting van. Supposedly, the detergent is great currency on the black market where the stuff sells.

The interesting part of the story is that they only took one brand - Tide. This was the brand that was desired above all the others because it was perceived as the best product.

Which got me to thinking about stealing. If someone was going to steal a product or service like yours and try to sell it on the black market (not that I’m condoning this), would your product or service be the one that’s chosen?

Would people basically risk their life to get your product? If not, it’s worth taking a deeper look to understand why - not because you want to literally deal with potential theft, but because you want your brand to be so compelling that it becomes a currency unto itself.

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