Here's an ad for the super-exclusive new Visa black card. "It's not just another piece of plastic. Made with carbon, it's the ultimate buying tool."
Amazingly, it's limited to just 3,000,000 people and advertised with full page ads.
When mass marketers try to market exclusivity, the paradox always catches up with them. And we're on to this.
This is a huge opportunity for smaller players and insurgents, because you actually can offer exclusivity, and not just to three million people.