Pricing the emperor’s new clothes

In the aftermath of the holiday gifting season, here’s some insight into the effect of pricing on brand.  The bottom line isn’t good.  Jonathan Salem Baskin illuminates the illogic of sales over at Dim Bulb.

If losing brand equity through consumer training isn’t bad enough, The Boston Globe offers evidence that only 5 of 52 items tracked through the holiday season were actually cheapest on Black Friday. But don’t tell that to these people.

Be careful that your brand isn’t overexposed for the sake of short-term gain…