CULT BRANDS create customers that
love them so much that they won't do
business with anyone else.
BRAND : It is an idea or image of a specific product
or service that consumers connect with, by
identifying the name, logo, slogan, or design of
CULT BRAND : It is defined as a phenomenon where
customers display an usually strong emotional
involvement with a particular brand.
∗ High degree of customer loyalty
∗ Amplified sense of owing the brand
What are Cult Brands?
∗ Destructive cults harm, hurt, manipulate, and often
brainwash their members. The leader of a destructive cult
doesn't really care about the well being of the members.
∗ Benign cults help fill the emotional needs and wants of
their followers in a positive way. They and their followers
enjoy a mutually beneficial relationship, with both
receiving a real sense of satisfaction, accomplishment,
belonging and enlightenment from the relationship.
Destructive and Benign Cults
MASLOW’S HIERARCHY OF HUMAN
become integral to
their customers’ lives
by linking their
products and services
to higher level
Consumers want to be part of a group that’s different.
∗Our society is addicted to communication.
∗We not only enjoy being part of groups made of like-
minded individuals, but we all enjoy being different and
standing out from the rest of the pack.
#1 – The Golden Rule of Social Groups
You can be weird together and
basically feel weird no more.”
Cult brand inventors show daring and determination.
∗Consumers are tired of being bombarded with
products and services that all look the same, feel the
same, and act the same.
∗They want surprises.
#2 – The Golden Rule of Courage
“This odd little
egg shaped car is just
plain ‘Ugly.’ It won’t sell.”
- Early Critics
As the best-selling car
in history, the critics were wrong
Cult brands sell lifestyles.
∗ They make us happy. They cheer us up when we're
down; they help us enjoy life.
∗Not only do they provide escape, but the companies
develop and sell tools that allow followers to pursue
their dreams and celebrate new lifestyles.
#3 – The Golden Rule of Fun
Listen to the choir and create cult brand evangelists
∗Serves the customers they already have. They don't try
to attract hypothetical new customers.
∗They look to the congregation, value their opinions,
and reward them. Do extraordinary things for them.
#4 – The Golden Rule of Human
Cult brands always create customer communities.
∗Brand companies continually find new ways to give
back to their customers for their passion and devotion.
They remain humble and personable.
∗They develop strong relationships through developing
and supporting customer communities.
#5 – The Golden Rule of Contribution
Cult brands are inclusive
∗Cult brand companies don't build imaginary profiles of
ideal customers. They don't' discriminate.
∗Exclusivity doesn't exist.
#6 – The Golden Rule of Openness
Cult Brands help their customers fulfillCult Brands help their customers fulfill feelingsfeelings,,
dreamsdreams andand aspirationsaspirations that are timeless andthat are timeless and
Cult brands promote personal freedom and draw power
from their enemies
∗Cult brand draw strength and unity from identifying
and targeting an archenemy-a group that conflicts with
the company's values and goals.
#7 – The Golden Rule of Freedom
Vans embraces the “outcasts.” They champion
∗ Consumers want to be part of a group that’s different.
∗ Cult brand inventors show daring and determination.
∗ Cult brands sell lifestyles.
∗ Listen to the choir and create cult brand evangelists
∗ Cult brands always create customer communities.
∗ Cult brands are inclusive
∗ Cult brands promote personal freedom and draw
power from their enemies
Seven Golden Rules