“By developing symbols of value, groups can strengthen participation and commitment. People eagerly work to acquire and show off emblems. So it only makes sense that companies should develop emblems of value. Prestigious groups monitor access to remain sought-after, rare, and valuable. Insider brands usually control how many people get access to the brand; otherwise, oversaturation cheapens status and destroys value.”
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Sally Hogshead,
Fascinate: Your 7 Triggers to Persuasion and Captivation