Legions of Loyalty

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How Apple Created a Mass Movement (And You Can Too)

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Legions of Loyalty

  1. 1. legions of LOYALTY How Apple Created a Mass Movement (and You Can Too)
  2. 2. w w w. c u l t b r a n d i n g . c o m CREATED BY aaron shields DESIGNED BY melissa thornton ©2009 The Cult Branding Company
  3. 3. 1096 - After seeing the persecution of Christians in Jerusalem, Peter the Hermit travels to meet Pope Urban ll.
  4. 4. Peter inspires the Pope, and with his aid launches the Crusades.
  5. 5. 1966 - Gene Roddenberry transports American viewers to new worlds and new civilizations with the debut of Star Trek.
  6. 6. Star Trek inspires fans around the world to dress up as Klingons, Vulcans, Romulans, and Humans, and come together and support the ideals of the Star Trek Brand.
  7. 7. “ When I go to conventions, I can just ” be the person I really am. — a Star Trek Fan
  8. 8. Not all MASS MOVEMENTS are created equal.
  9. 9. Destructive movements manipulate their members and do not care about their well being.
  10. 10. Benign movements also have intense devotion, but they are harmless and helpful to the members’ well being.
  11. 11. All MASS MOVEMENTS share the same defining feature...
  12. 12. The Promise of a BETTER TOMORROW
  13. 13. “ 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
  14. 14. Star Trek offers the hope of a peaceful future.
  15. 15. Harley-Davidson offers the hope of freedom on the open road.
  16. 16. To create your own MASS MOVEMENT ...
  17. 17. 1 human needs Figure out which your brand naturally plays towards.
  18. 18. Apple plays to the needs of beauty and self-actualization. Transcendence Self-Actualization Aesthetic Needs Cognitive Needs Maslow’s Hierarchy of Human Needs Esteem Needs Belongingness and Love Needs Safety Needs Biological and Physiological Needs
  19. 19. 2 Discover how your brand fulfills this need for your best customers— Your Brand Lovers —in a way no other brand does.
  20. 20. Apple’s creative tools allow people to express their artistic spirits. Apple’s sleek design complements the users’ own beautiful expressions.
  21. 21. 3 Design your messaging to promote the fulfillment of this unique need.
  22. 22. Apple antagonizes its competition by promoting itself as a more intelligent, creative choice.
  23. 23. 4 Provide people the tools to form their own groups and inspire others to see the unique benefits of your brand.
  24. 24. Apple supports Mac User Groups around the country and keeps them updated on the latest news.
  25. 25. 5 Create programs that bring your company’s philosophy alive .
  26. 26. Apple Genius Bars help people solve their technical problems so they can focus on expressing themselves creatively.
  27. 27. Apple offers its legion of loyal fans the hope of being more creative and creating a beautiful world.
  28. 28. How can you offer your customers the hope of the beautiful tomorrow they want?
  29. 29. for more on building your own mass movement: www.cultbranding.com/101
  30. 30. from the creative minds @ www.cultbranding.com join us

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