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This method is fully based on the theory of virtual concepts.

The image of any company is based on multiple virtual concepts. Often this concept: reputation, luxury, versatility, trendy, love to the buyer, the popularity among customers, value, etc.

Easy to guess that all of these concepts are enclosed only in our mind, but as a rule, have certain physical evidence, contributing to a better understanding of these concepts. So prestige, for example, may be confirmed by the price of goods, the use of expensive materials, use of the some subject known by many people. At the same time all this is a myth, because often the real cost of lifestyle products is much lower. However, this product sellers want to lay the additional value that the buyer and could take this thing to demonstrate its superiority over other people. By the way, the price of the object actually has no great significance. Often to achieve a high price item it is complemented by unnecessary or almost unnecessary elements. Note that often excavator is more expensive than a sports car, but the prestige of riding on it is questionable, unless someone makes VIP-excavator. But, even it is comfortable to ride such transport, because it safe, so that if you crashed into a house you can break its walls, but not the car. But it is not prestigious.That is why excavator can not be at a high price, but sports car can, because it has a sufficient value of prestige in the eyes of the consumer.

To destroy the myth of the value of the goods you have to consistently attack all components of the virtual concept of «prestige», namely the material constituting the object, the behavior of people associated with it, positive or negative evaluation of the subject, especially the subject of ownership.

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Example. Homeless people in the elite club.

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One of my friends got an order to reduce the level of prestige of a Moscow restaurant-club, which has an excellent reputation among the metropolitan elite. Naturally at the entrance to the club there were face-control and some burly bouncers. And, even simple cars like Lada could not be allowed there.

My friend needed to neutralize the image and prestige of the place.

What did my friend do? One Saturday, when the club met the main visitors, his men, dressed in the VIP-persons clothes, came on a luxury car to the club, then went inside. At the height of the evening they had gone to the bathroom and changed into a homeless people clothes, which means dirty and smelly clothes. The smell was generated specifically for this event. Smelling from head to toe, they went into the room and sat down on the seats. People have started to feel too uncomfortable besides them. Strangely enough, the security did not immediately realize what to do, because these people were already in and ordered dinner, and some have already eaten the dinner. It was too late to do something, because most of the elite has left the restaurant immediately. Their administrators fussed about these «homeless» and wondered how they could entrance the a club.Then they politely asked them to leave the club. A one of the guards tried to heat one of the «homeless’ poeple, but then suddenly two newspaper reporters appeared and had photographed the moment.

On the next day the newspapers had uploaded the pictures of the homeless in the area of the club, and was told that the public looks at expensive restaurants often unconventional. It was also an interview with one of the «homeless» who claimed to have received a great charity, and decided to relax in the restaurant.

The next days to maintain the image, a special person was bringing to the club a special flavour which was able to allocate an unpleasant odor for a long time. They were hiding it in a different places of the club and constantly reminded visitors of the homeless.

When the administration found out a system of tracking visitors with that smell, it was too late already – all the elite of the club moved to another restaurant.

This is certainly not the most beautiful example, but it shows the method in action.

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The method of virtual concepts can be used to create new concepts that will destroy the old concepts and, as a result, your competitors.