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legions
    of LOYALTY




How Apple Created a Mass Movement   (and You Can Too)
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
1096 - After seeing the persecution of Christians in
Jerusalem, Peter the Hermit travels to meet Pope
Urban ll.
Peter inspires the Pope,
and with his aid launches the Crusades.
1966 - Gene Roddenberry transports American
viewers to new worlds and new civilizations with the
debut of Star Trek.
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.
“
When I go to conventions, I can just




                         ”
be the person I really am.

                      — a Star Trek Fan
Not all
MASS MOVEMENTS
          are created equal.
Destructive movements manipulate their members and do
not care about their well being.
Benign movements also have intense devotion, but they are
harmless and helpful to the members’ well being.
All MASS
  MOVEMENTS
  share the same defining feature...
The Promise
 of a BETTER
   TOMORROW
“
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.
To create your own
MASS MOVEMENT ...
1
               human needs
Figure out which
               your brand
                   naturally plays towards.
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
2
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.
3
Design your messaging
   to promote the fulfillment of this unique need.
Apple antagonizes its competition by promoting itself as
a more intelligent, creative choice.
4
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.
5
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
                   beautiful world.
How can you offer your customers the   hope of the
            beautiful tomorrow they want?
for more on
building your
  own mass
 movement:
  www.cultbranding.com/101
from the creative minds @ www.cultbranding.com


                   join us

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Legions of Loyalty

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