BRAIN FOOD: Words-worth - Masstige

BRAIN FOOD: Words-worth - Masstige - Product line a bit tired? Go masstige. This ghastly neologism is the fashionable strategy among manufacturers hoping to sell prestige goods in mass-market quantities. The motor industry is trying it with cars like the Jaguar X-type and Audi TT, scrubbed-up relatives of the Ford Mondeo and VW Golf respectively. But products acquire prestige by being scarce and exclusive. Masstige means selling them to anyone who can get a bank loan. Reconciling that contradiction may prove a hard trick to pull off.

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Last Updated: 09 Oct 2013

Product line a bit tired? Go masstige. This ghastly neologism is the fashionable strategy among manufacturers hoping to sell prestige goods in mass-market quantities. The motor industry is trying it with cars like the Jaguar X-type and Audi TT, scrubbed-up relatives of the Ford Mondeo and VW Golf respectively. But products acquire prestige by being scarce and exclusive. Masstige means selling them to anyone who can get a bank loan. Reconciling that contradiction may prove a hard trick to pull off.

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