A Cult Brand is born when
a group of customers rally
around a brand’s lifestyle.
Cult Brands enjoy an unusual
level of customer loyalty.
Cult Brands achieve this level of loyalty
because they do more than just sell
products or services...
They help fulfill their customers’ human needs.
These human needs stem from
instincts and act with the same
Instincts operate at the
deepest biological level; they
are natural dispositions
towards patterns of behavior.
The psychologist Abraham Maslow
arranged these human needs in a
hierarchy, with higher-level needs less
likely to be fulfilled.
Cognitive Needs Maslow’s Hierarchy of Human Needs
Belongingness and Love Needs
Biological and Physiological Needs
Cult Brands leverage higher-level needs
to develop mutually beneficial
relationships with their customers.