𝗕𝗥𝗔𝗡𝗗 𝗕𝗥𝗘𝗔𝗞𝗗𝗢𝗪𝗡 🔮
@Cobratate
Brand Strategy can make you famous.
Don't believe me?
Ask the man in the Bugatti.
You already know who that is, right?
Your weekly series of marketing alchemy is back:
Today we unveil how Andrew Tate took over the internet.
@Cobratate
Brand Strategy can make you famous.
Don't believe me?
Ask the man in the Bugatti.
You already know who that is, right?
Your weekly series of marketing alchemy is back:
Today we unveil how Andrew Tate took over the internet.
⚠️ READ THIS
I don't care if you hate Tate.
Don't even care if you love him.
What you'll read is a pro Marketing & Branding analysis.
Both disciplines are agnostic to your feelings.
If you put opinions aside, you might even learn a trick or two for your own brand.
Ready?
I don't care if you hate Tate.
Don't even care if you love him.
What you'll read is a pro Marketing & Branding analysis.
Both disciplines are agnostic to your feelings.
If you put opinions aside, you might even learn a trick or two for your own brand.
Ready?
✨ CONTEXT
Andrew Tate is a former kickboxing champion born in Chicago & raised in Luton.
Despite his fighting accolades, he got famous after appearing on the Big Brother show – he eventually got removed due to a video of him being kinky with his girl
Then he blew up. But how?
Andrew Tate is a former kickboxing champion born in Chicago & raised in Luton.
Despite his fighting accolades, he got famous after appearing on the Big Brother show – he eventually got removed due to a video of him being kinky with his girl
Then he blew up. But how?
🌎 GLOBAL TAKEOVER: The Strategy
Before I unveil WHAT he did to take over the internet I must tell you the HOW.
Strategy & Planning are two different things.
Tate (or his team) is a master strategist.
Before going for it he crafted a story & a character.
Because stories sell:
Before I unveil WHAT he did to take over the internet I must tell you the HOW.
Strategy & Planning are two different things.
Tate (or his team) is a master strategist.
Before going for it he crafted a story & a character.
Because stories sell:
🎭 1st ARCHETYPE
Remember my Archetypes Megathread?
Archetypes are psychological patterns engrained deeply in your brain. In marketing, we use them to influence you.
They're part of a theory manifested by psychiatrist Carl Jung & they're often used to make people relate
Remember my Archetypes Megathread?
Archetypes are psychological patterns engrained deeply in your brain. In marketing, we use them to influence you.
They're part of a theory manifested by psychiatrist Carl Jung & they're often used to make people relate
Brands usually have two archetypes – Tate has 3.
His first one is the HERO.
This is the archetype of Nike & most athlete brands.
Here's a quick overview:
AVOIDS:
• Downfall
• Cowardice
• Incapability
WANTS:
• Courage
• Mastery
• Growth
His first one is the HERO.
This is the archetype of Nike & most athlete brands.
Here's a quick overview:
AVOIDS:
• Downfall
• Cowardice
• Incapability
WANTS:
• Courage
• Mastery
• Growth
Hero brands push their followers to:
• Take action
• Overcome adversity
• Become their best selves
Want more proof?
Look no further than the language: It is extremely action-oriented:
"strong"
"capable"
"motivate"
"do the impossible"
"become a predator"
• Take action
• Overcome adversity
• Become their best selves
Want more proof?
Look no further than the language: It is extremely action-oriented:
"strong"
"capable"
"motivate"
"do the impossible"
"become a predator"
The Hero archetype is the most common among athletes.
It is also Tate's first character.
Look at this video of Tate before the fame.
• Showing off belts
• Confident
• Capable
• Brash
The Hero was there,
But it wasn't enough to get truly rich.
So Tate became the Ruler.
It is also Tate's first character.
Look at this video of Tate before the fame.
• Showing off belts
• Confident
• Capable
• Brash
The Hero was there,
But it wasn't enough to get truly rich.
So Tate became the Ruler.
🎭 2nd ARCHETYPE
Ruler personalities want to expand their power & influence.
They value status, luxury, admiration.
The prime example are Rolex and Rolls Royce.
AVOIDS:
• Destitution
• Weakness
• Failure
WANTS:
• Prosperity
• Success
• Status
But how do I know this?
Ruler personalities want to expand their power & influence.
They value status, luxury, admiration.
The prime example are Rolex and Rolls Royce.
AVOIDS:
• Destitution
• Weakness
• Failure
WANTS:
• Prosperity
• Success
• Status
But how do I know this?
Tate has:
• A powerful network to do big things with
• Women men wish they could meet
• Cars men wish they could drive
• A body men aspire to build
Tate's messaging hammers post after post the "you can be like me" audience approach.
His body language reinforces it:
• A powerful network to do big things with
• Women men wish they could meet
• Cars men wish they could drive
• A body men aspire to build
Tate's messaging hammers post after post the "you can be like me" audience approach.
His body language reinforces it:
He makes sure to look dominant.
• Takes up a lot of space ("manspreading")
• Power stance
• Stable
It all pushes you to perceive him as powerful, stoic & authoritative.
His speech then reinforces this by being fast, confident, quick-witted.
However, being rich isn't enough:
• Takes up a lot of space ("manspreading")
• Power stance
• Stable
It all pushes you to perceive him as powerful, stoic & authoritative.
His speech then reinforces this by being fast, confident, quick-witted.
However, being rich isn't enough:
🎭 3rd ARCHETYPE
Relying on cars & mansions would've turned Tate into a more masculine Tai Lopez, and limited his fame to that of a low-tier influencer.
What Tate needed was to adopt a third personality trait.
Something magnetize all his storytelling.
He became the OUTLAW.
Relying on cars & mansions would've turned Tate into a more masculine Tai Lopez, and limited his fame to that of a low-tier influencer.
What Tate needed was to adopt a third personality trait.
Something magnetize all his storytelling.
He became the OUTLAW.
A famous Outlaw brand is Harley Davidson.
In movies, this archetype is embodied by Dominic Toretto.
Outlaws hate the status quo & break the rules.
Here's the overview:
AVOIDS:
• Servitude
• Conformity
• Dependance
WANTS:
• Change
• Revenge
• Liberation
How Tate use it?
In movies, this archetype is embodied by Dominic Toretto.
Outlaws hate the status quo & break the rules.
Here's the overview:
AVOIDS:
• Servitude
• Conformity
• Dependance
WANTS:
• Change
• Revenge
• Liberation
How Tate use it?
Outlaws need an oppressor to fight against.
Andrew Tate found the perfect fit – The Matrix. Society:
• Programs men to reject their masculinity
• Keeps men chained to jobs they hate
• Makes women hate men
• Makes them fat & weak
• Keeps them broke
But this wasn't enough:
Andrew Tate found the perfect fit – The Matrix. Society:
• Programs men to reject their masculinity
• Keeps men chained to jobs they hate
• Makes women hate men
• Makes them fat & weak
• Keeps them broke
But this wasn't enough:
To truly conquer the internet Tate needed a shock factor.
Something that connected to his topics & made him go viral.
In the 2020-2023 society you do this in one way:
Outrage.
That's how Tate targeted deranged feminism.
Then he started slamming it, causing the perfect storm.
Something that connected to his topics & made him go viral.
In the 2020-2023 society you do this in one way:
Outrage.
That's how Tate targeted deranged feminism.
Then he started slamming it, causing the perfect storm.
🌎 GLOBAL TAKEOVER: The Tactics
Tate would have gone viral anyway.
But he wanted it fast.
The solution?
Hustlers University.
For 49.99$/month, you got access to millionaire teachers, real-world skills, & a network.
If you had no money, they'd make you leverage TikTok.
How?
Tate would have gone viral anyway.
But he wanted it fast.
The solution?
Hustlers University.
For 49.99$/month, you got access to millionaire teachers, real-world skills, & a network.
If you had no money, they'd make you leverage TikTok.
How?
TikTok was fertile soil:
• Increasing, young user base
• Easy organic growth
• Granted views
As a Hustlers University student, you could:
• Get an affiliate link
• Start cutting clips of Tate
• Upload the clips to TikTok
• Make money & make Tate go viral
And they did.
• Increasing, young user base
• Easy organic growth
• Granted views
As a Hustlers University student, you could:
• Get an affiliate link
• Start cutting clips of Tate
• Upload the clips to TikTok
• Make money & make Tate go viral
And they did.
🤝 THE POWER OF COMMUNITY
Due to having been in Crypto & Web3, Tate picked up a pattern:
• Communities could turn a shit project into a money grab
• Communities create loyal networks of people around an idea
HU is partly a Tate cult.
He's talked about, worshipped, respected.
Due to having been in Crypto & Web3, Tate picked up a pattern:
• Communities could turn a shit project into a money grab
• Communities create loyal networks of people around an idea
HU is partly a Tate cult.
He's talked about, worshipped, respected.
Since the young members of HU love Tate, making money cutting & uploading clips was a total bargain:
• They got to tune in to the "Tate values" even more
• They made money for every new student
• Their idol became famous
They went from feeling lonely to having community.
• They got to tune in to the "Tate values" even more
• They made money for every new student
• Their idol became famous
They went from feeling lonely to having community.
🔍 THE MOST GOOGLED MAN
Tate got more famous than Donald Trump & Joe Biden.
Joe Rogan talked about him, he started appearing on Fresh&Fit, and the "Manosphere" rallied behind their new hero.
Other content creators used his controversy to get views exposing him to new audiences
Tate got more famous than Donald Trump & Joe Biden.
Joe Rogan talked about him, he started appearing on Fresh&Fit, and the "Manosphere" rallied behind their new hero.
Other content creators used his controversy to get views exposing him to new audiences
🕸 NETWORK
Tate expanded his reach.
Now it included other masculine figures such as @StirlingWisdom & @Waller7J. They attracted older, richer men into his 5.000$-entry "War Room" inner circle.
But Tate needed more
He aligned with @sneako & @adinross, going for the Twitch youth
Tate expanded his reach.
Now it included other masculine figures such as @StirlingWisdom & @Waller7J. They attracted older, richer men into his 5.000$-entry "War Room" inner circle.
But Tate needed more
He aligned with @sneako & @adinross, going for the Twitch youth
💰 THE EMPIRE
At the peak, as Tate put a spell on the world, H.U. had 220.000 subscribers.
At 45.99$/month, that's 10.117.800& (yes TEN MILLION) per month.
The money fueled Tate's RULER image even more.
The fame made him a HERO for his fans & an OUTLAW for his haters.
At the peak, as Tate put a spell on the world, H.U. had 220.000 subscribers.
At 45.99$/month, that's 10.117.800& (yes TEN MILLION) per month.
The money fueled Tate's RULER image even more.
The fame made him a HERO for his fans & an OUTLAW for his haters.
❌ CAN'T TOUCH ME
That money is just HU, without calculating the War Room revenue.
Now you might wonder – why couldn't Tate be stopped?
Why didn't they just "cancel" him?
Because exploited a weakness in the system:
You can't kill a ghost.
He had no own account besides Twitter
That money is just HU, without calculating the War Room revenue.
Now you might wonder – why couldn't Tate be stopped?
Why didn't they just "cancel" him?
Because exploited a weakness in the system:
You can't kill a ghost.
He had no own account besides Twitter
💥 MATRIX ATTACK
Tate felt untouchable until he wasn't.
A downfall of his three-fold archetypical personality is arrogance.
The relationship with women has often been the downfall of powerful men.
Tate's self-admitted, rich sexual history made him an easy target.
Here's how
Tate felt untouchable until he wasn't.
A downfall of his three-fold archetypical personality is arrogance.
The relationship with women has often been the downfall of powerful men.
Tate's self-admitted, rich sexual history made him an easy target.
Here's how
Whether he did it or not, allegations came out.
• Sexual assault
• Human trafficking
• Money laundering
This split the public:
- Half the world wants & needs him to be guilty
- Half the world believes he's too smart to be guilty
And Tate got arrested.
For 3 months.
• Sexual assault
• Human trafficking
• Money laundering
This split the public:
- Half the world wants & needs him to be guilty
- Half the world believes he's too smart to be guilty
And Tate got arrested.
For 3 months.
📍 AFTERMATH: The Present
Tate is out on house arrest now.
Many people wonder what will happen to his brand.
He's less viral than he was in 2021, and he officially walked away from the Redpill – a moved that worked because he never truly embraced it before.
He embraced Islam.
Tate is out on house arrest now.
Many people wonder what will happen to his brand.
He's less viral than he was in 2021, and he officially walked away from the Redpill – a moved that worked because he never truly embraced it before.
He embraced Islam.
🔮 FINAL THOUGHTS
Tate's brand strategy is will undergo a remarkable change
• His message will become more appeasing about men & female relationships
• He'll fully walk away from the Redpill & will forget Fresh&Fit
• He will quote more & more the Quran
But a thing will stay
Tate's brand strategy is will undergo a remarkable change
• His message will become more appeasing about men & female relationships
• He'll fully walk away from the Redpill & will forget Fresh&Fit
• He will quote more & more the Quran
But a thing will stay
The "war against the Matrix" will take center stage because they attacked him.
They proved to his followers that he was right all along.
He will use that to send a clear message:
If you become powerful, they'll hunt you down.
That's why you need a tribe:
The Real World.
They proved to his followers that he was right all along.
He will use that to send a clear message:
If you become powerful, they'll hunt you down.
That's why you need a tribe:
The Real World.
The Real World is an upgraded version of HU.
The difference is in the brand messaging:
• Hustlers University prepared you to break out of the Matrix
• The Real World welcomes you to reality after the Matrix
Subtle.
But effective because it exploits the arrest aftermath.
The difference is in the brand messaging:
• Hustlers University prepared you to break out of the Matrix
• The Real World welcomes you to reality after the Matrix
Subtle.
But effective because it exploits the arrest aftermath.
From a marketing psychology & storytelling perspective, Tate will let the Ruler become an accessory so that he can embody more the Hero & the Outlaw.
All things considered, my final verdict for his brand is:
9/10 – should have seen the accusations coming.
Arrest was avoidable.
All things considered, my final verdict for his brand is:
9/10 – should have seen the accusations coming.
Arrest was avoidable.
💎 FOR YOU
Here's your takeaways:
• Be strategic about every move you make online
• Have a clear, well-defined identity
• Communicate with confidence
• Embody a consistent persona
• Find a cause or purpose
• Express strong values
• Have haters
Do you have what it takes?
Here's your takeaways:
• Be strategic about every move you make online
• Have a clear, well-defined identity
• Communicate with confidence
• Embody a consistent persona
• Find a cause or purpose
• Express strong values
• Have haters
Do you have what it takes?
My name is Sebastian Hidalgo.
I am a Brand Strategist & Marketing Consultant.
My jobs is giving you direction so you can achieve success & build a following online.
If you enjoyed this thread, follow me & let's get in touch.
My DMs are open.
I am a Brand Strategist & Marketing Consultant.
My jobs is giving you direction so you can achieve success & build a following online.
If you enjoyed this thread, follow me & let's get in touch.
My DMs are open.
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