Those who would transform a
nation or the world cannot do so
by breeding and captaining
discontent...or by coercing
people into a new way of life.
They must know how to kindle an extravagant hope.
— Eric Hoffer, The True Believer
Star Trek offers the hope of a peaceful future.
Harley-Davidson offers the hope of
freedom on the open road.
Figure out which
naturally plays towards.
Apple plays to the needs of beauty and self-actualization.
Cognitive Needs Maslow’s Hierarchy of Human Needs
Belongingness and Love Needs
Biological and Physiological Needs
Discover how your brand fulfills this need for
your best customers— Your Brand Lovers
—in a way no other brand does.
Apple’s creative tools allow people to express their
artistic spirits. Apple’s sleek design complements the
users’ own beautiful expressions.
Design your messaging
to promote the fulfillment of this unique need.
Apple antagonizes its competition by promoting itself as
a more intelligent, creative choice.
Provide people the tools to form their
own groups and inspire others
to see the unique benefits of your brand.
Apple supports Mac User Groups around the country
and keeps them updated on the latest news.
Create programs that bring
your company’s philosophy alive .
Apple Genius Bars help people solve their
technical problems so they can focus on
expressing themselves creatively.
Apple offers its legion of loyal fans the hope of being
more creative and creating a
How can you offer your customers the hope of the
beautiful tomorrow they want?
for more on
from the creative minds @ www.cultbranding.com