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21: The Secret Language of Cult Brands

Unseen Unknown

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The Paradox of Meaning Making

We as human beings crave meaning, purpose, ritual connection. These are profoundly human drives that have always existed since the dawn of human civilization. If a brand can provide a sort of identity template, this is what your life means. That can be incredibly comforting. And if that will help a brand succeed, they're certainly going to do everything they can to provide that template.

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