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Drip Is the New Drop

From buying to collecting to ownership

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A drop is a seemingly random release of a limited-number of products with a goal of creating perception of scarcity and urgency. Drops have proven to be a successful brand-building tool, as they reliably drive word-of-mouth, FOMO, create insta-communities, and use wait lines as their advertising. Drops command for a person to be at the right time and the right…




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Ana Andjelic

Ana Andjelic

Strategy Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Forbes’ one of The World’s Most Influential CMOs.

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