The Psychology Of Cult Brands

This is a Porsche. The culmination of 90 years of German engineering, aerodynamic mastery, one of the most sought-after brands on the planet. For some, it might mean just being a car or a dream car, but for many, it means much more than that. Porsche is the undisputed benchmark of high net worth prestige.

There are over 900 Porsche centers worldwide. And even in the most remote regions of the world, people still recognize the brand. But you take off the logo, and that isn't a Porsche anymore. It's just a nice-looking car. And to understand why this is, we need to take a look at this tiny badge right

here. This is more than just a logo. This is the combination of everything that makes Porsche what it is. And see, Porsche isn't the only one using this trick. Apple, for example, turned aluminum and glass into a trillion-dollar empire, where people literally camp in the rain outside, in the cold, waiting to buy an

iterative upgrade. Supreme prints a logo on a $5 t-shirt and sells it for 10 times that price. Rolex creates a million watches a year, yet people still go and beg authorized dealers to be put on a 2-year waiting list, just to have the privilege to drop $10,000 on a piece. Question is, why? Why did they

simple logo, like a picture, become something that people tie their entire identity to? Why do people defend these corporations with these logos like they're defending their family, or even more than their families? And most importantly, how are the best and biggest e-commerce companies using this psychology to their advantage every single day to command insane margins and

dominate [music] their market? Welcome to the psychology of cult branding. Symbols have been around for thousands of years, right? We can talk about Egyptian symbology, Greek symbology, the Roman Empire. We can talk talk a lot of different civilizations, and what characterized them and make them unique is the symbology that they used. But why