Marketers should be hunting for a perfect product, not influencers

Originally published in The Guardian

Recently, Rihanna tweeted a picture of herself listening to her new album, Anti, on what looked like a cross between headphones and a crown. The golden and crystal gadget in question, designed by Dolce & Gabbana and priced at $9,000 (£6,215), sold out within 24 hours.

For those working in the business of taste, this wa…