How to Acquire a Brand Power

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When the brand gets to a certain level, is it even possible to kill? I don't think so. Once you reach that level, that's when you have real brand power. And I think Porsche is at that level. Because let's say they make a bunch of decisions and they kill the company. It goes bankrupt. Somebody will buy it out of bankrupt value. Huge value is still there. Yeah. All right, 10 out of 10. So that gives the acquired Doug score for Porsche a 22 out of 30. Out of 30. Which by Doug Grating standards is pretty good. Your highest Doug score ever is 72 or 74 Something like that. You can't get any better

Nobody’s perfect — including Porsche. Despite that phrase appearing in their famous 1983 magazine advertisement, they managed to get damn-close to the perfect luxury business (even Bernard Arnault would be jealous!). Porsche is both quality AND quantity, owning the most prestigious brand in its market, while at the same time churning out almost half a million mass-market soccer mom/dad SUVs per year. And like any good luxury brand, it’s packed with enough juicy family drama and creeping takeovers to fill a Netflix series.

Yet, behind it all lies perhaps the darkest origin story we’ve ever told on Acquired. Not only was Porsche was started by Nazis, Adolf Hitler himself was deeply involved in its early fortunes. And, following WWII, the Allies simply looked past these facts and essentially bestowed a license to generate wealth on Porsche and its owners — setting the stage for them to become one of the top ~15 wealthiest families in the world today.

Joining us to explore it all is perhaps the very most-qualified person in the person in the world: the one & only Doug DeMuro. Not only is Doug the largest independent car reviewer on YouTube with millions of subscribers (we’re HUGE fans), he previously worked at Porsche corporate and owns a legendary Porsche Carrera GT — which served as the recording backdrop for this episode. Make sure you tune in to watch the video version! :)

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Doug’s YouTube channel (which we HIGHLY recommend)
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‍Note: Acquired hosts and guests may hold assets discussed in this episode. This podcast is not investment advice, and is intended for informational and entertainment purposes only. You should do your own research and make your own independent decisions when considering any financial transactions.