Sovereign authority describes the state in which a brand is no longer convincing but is perceived as a reference.

When this condition is reached:

1. The price is accepted
2. The decision feels safe
3. The marketing loses pressure
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Most brands never get there.

The numerator determines how valuable a brand is perceived to be.

Narrative depth = The story behind your product or offering

Cultural capital = Your status as the definitive authority.

Presence = The power of consistency and permanence.

It grows through factors that cannot be purchased – they must be built.

Most brands don't increase anything here. They're just increasing their budget.

The denominator determines how quickly value is destroyed.

Availability = The danger of becoming arbitrary.

Digital Friction = The quality of the brand & buying experience.

‍Many brands increase the denominator daily – without even realizing it through:

1. False Availability
2. False Simplicity
3. False Speed
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An oversized denominator renders any excellence meaningless.