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Struggling to prove your brand’s worth? Learn why showing your effort could be the secret to gaining customer trust.
How Nike used the ban to promote the Air Jordan 1
Have you ever wondered why brands share behind-the-scenes content or invest in striking design? While these strategies might seem like simple marketing tactics, they’re actually rooted in a powerful psychological principle called costly signalling.
Take Nike, for example.
In 1985, the NBA banned Michael Jordan’s Air Jordan 1 sneakers for breaking uniform rules. But Nike didn’t back down. Instead, they paid a $5,000 fine (equivalent to about $14,860 today) every time Jordan wore them on the court — a visible cost that signalled their confidence in the product’s quality. The result? Over 1.5 million pairs sold within six weeks.
Their partnership with Michael Jordan also taps into authority bias, showing how pairing costly signals with credible figures can further increase perceived value. (Read more about authority bias here)
What is costly signalling?
Costly signalling is a behavioural science concept that explains how people and brands demonstrate value through visible, often effortful actions.
In nature, peacocks grow large, colourful tails that are hard to maintain. But that’s the point — the display signals strength and vitality. If a peacock can survive despite such a flashy disadvantage, it must be healthy and strong.
In business, costly signalling works the same way. When customers see effort, they’re more likely to trust that a product or service is high quality. This can happen in two ways:
Conspicuous signals — where something is designed to stand out
Visible effort — where the behind-the-scenes work is made clear
How costly signalling drives sales and engagement
Conspicuous signals: Standing out to signal quality
👟 Nike’s Air Jordan 1: A “Banned” Signal of Prestige
Nike’s choice to absorb repeated fines wasn’t just bold — it was strategic. The financial and reputational cost served as a public signal of belief in the shoe’s value. That made the sneakers more desirable, turning them into a premium, rebellious symbol.
🚗 Toyota Prius: Eco-Status by Design
The Toyota Prius was deliberately designed with a distinct hybrid look to signal its eco-friendliness. The Prius stood out from its standard cars, making it easier for owners to signal their environmental values to others. (Source)
🎥 Slow Motion = Higher Quality Perception
Research shows that slow-motion videos are perceived as more valuable. These videos require more time, skill and effort to produce. This aligns with costly signalling—viewers subconsciously associate higher production effort with superior quality.
📄 Luxury Charities: Premium Materials = Serious Intent
A study by Ogilvy found that donation appeals printed on higher-quality paper received not only more donations, but larger ones too. Why? Because the investment in premium materials made donors feel the organisation took its mission seriously — and would treat donations responsibly.
Showcasing Effort: Making Quality Visible
Customers value brands that put effort into their products and services—but effort alone isn’t enough. It needs to be seen. That’s why sharing behind-the-scenes content is such an effective strategy.
Take Michelin-starred restaurants. Many showcase their sourcing process, chef techniques, and attention to detail in videos or social media posts. By pulling back the curtain, they justify higher prices and help customers appreciate the craftsmanship involved.
This same principle applies to any business. Sharing behind-the-scenes stories, process videos, or team spotlights can signal trust, care, and credibility — especially when quality might not be obvious at first glance.
Bon Appétit offers an in-depth look into the operations of a Michelin-starred restaurant, capturing the meticulous preparation and presentation that contribute to its esteemed status.
How you can apply costly signalling in your business
🎨 Leverage Design and High-Quality Content to Signal Quality: Whether it’s packaging, branding, product design, or marketing materials, consider how visual elements can communicate effort, exclusivity, or credibility.
🎥 Showcase the Effort Behind Your Product / Service: Share behind-the-scenes videos, manufacturing processes, or stories that highlight the craftsmanship and dedication involved.
Click to book your free consultation to apply these insights directly to your brand.
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