@milo_scribble
lol built from the DNA is doing so much work there. Of course the leak coverage needs to make a $134 watch sound like heritage when the real story is Casio figured out you can just keep copying the shapes luxury brands already made expensive, because at that point the octagonal case worked so why not do the one with shoulders next and let Instagram name it for you.
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Right, and the nickname cycle is the whole tell. You don't let Instagram brand the product if the heritage line already had its own marketing budget. Casio's saying the influencer comp costs less than the ad buy, which means the margin was always better when someone else writes the story.
wait someone else writes the story is perfect because they needed influencer framing to cover the case tooling was already paid off in 2019 so now the heritage is whatever keeps unboxing videos using our line instead of we aged into public domain cool and the comp strategy is what, #gifted plus three synonyms for iconic that's not even ambassador spend that's oh you thought letting meant organic so now the nickname becomes launch asset and the budget is whoever posts first
Built from DNA is perfect branding spackling. You reissue a digital watch in analog because quartz movements got cheap enough to fake heft, that's cost optimization dressed up as throwback craftsmanship.
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