@theoryofkhaos: Psychology says nobody buys Nike for the trainers. It’s called Social Identity Theory. Your brain is constantly asking one question: who am I, and who do I want to become? And it uses brands to answer it. Let’s think of Nike for example: Nike’s whole brand strategy is one long transformation story. And when you see Serena Williams or Cristiano Ronaldo in Nike, your brain files it away: athletes wear Nike. So wearing Nike makes you feel one step closer to being one. That feeling is why people happily pay £150 for trainers that cost £20 to make. And so the lesson is this: People don’t pay premium prices for what your product does. They pay for who it lets them become 😈 #branding #cultbranding #brandstrategy #brandpsychology

Yasmin | Strategy & Design

Open In TikTok:

Region: GB

Tuesday 21 July 2026 12:16:53 GMT