What brands in your opinion, besides Apple, have an indefinable aura/mystique to them, beyond explicit/clear brand value propositions?
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Chanel. Ferrari. Hermes. Tesla (getting there). Cartier. Nike. Dom Perignon. Harvard. . Martin Scorsese.
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. is a genius in this area. She taught us about the concept of "hostile branding" as a path to growing allure.
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here's a take on it: brandingstrategyinsider.com/2013/04/the-ho. She's also written a lot of good stuff here: hbs.edu/faculty/m/Page
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