Tactic 43 of 99
The Borrowed Crown
Stand next to power and some of it rubs off.
What it is
People borrow status by standing near people or brands with more of it. Psychologists call the habit of linking ourselves to successful others “basking in reflected glory.” It works on onlookers too: we assume someone connected to impressive people must be impressive.
Spot it
Name-dropping. Logos with no explanation. “As seen on.” “Friend of a friend of.” Photos with famous people that prove nothing except they stood next to them once.
Counter it
Ask: “What did they actually do? What did this person actually do?” A photo with a celebrity is not a reference.