The Value of a Velvet Rope: Effects of Hype and Exclusivity on Launch Strategies

Have you heard about the new Soho House Mews?

(It's strategic genius).

The Times just published a peek inside Soho Mews, Soho House's new ultra-exclusive London outpost.

And I'm impressed by the vision.

This is a masterclass in brand strategy.

What struck me immediately:

- Elevated experience (silver cutlery, 50-day aged meats)

- Invite-only for select al... See more

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.