What brands in your opinion, besides Apple, have an indefinable aura/mystique to them, beyond explicit/clear brand value propositions?
Conversation
Replying to
alcohol/drugs (incl psychiatric), women to 14-year-old boys without internet access,
2
4
Replying to
one kind of mystique is "bullshit" - the opportunity to believe in a different reality (scam goods, anti-aging etc.)
1
1
Replying to
price for scam goods operates similar to Veblen goods, but it's self-signaling - price is only possible signal of value as true value=0
1
1
Replying to
If you'd written weaponized sacredness in context of mystique brands, you'd have consulting clients breaking down door
Replying to
cooperative ignorance (this week's post) gets into it a bit more
2
3
Show replies
Replying to
"Indefinable" is key, I think. Apple brand used to be strong & also clear (vs. Big Brother IBM, then design champion)
1
2


