Cult brands bring...

• Loyalty and devotion

• Repeat usage

• Higher prices

• Promotion by users

It’s all about what motivates people

Maslow’s Hierarchy of Human Needs

Successful brands help people towards their ultimate goal of self-actualization and total fulfillment.

Great brands connect with people at this level.

(in addition to having great base feature-benefits)

7 Rules of Cult BrandingConsumers want to be part of something 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.

• People want to associate and interact• People want to identify with people

and ideas• People like having an identity• Form a surrogate family

Consumers want to be part of something that’s different.

Show daring and determination

• Be extraordinary & shatter expectations

• Be bold & be the first• Try risky ideas if customers want it• Never give up

Sell a lifestyle

• People want to have fun, always• Make people feel happy and uplift

their spirits• Provide an escape from ordinary life• Help satisfy a passion or a dream• Champion the freedom of the

individual• Liberation from social constraints

Create brand evangelists

• Focus on the people who already feel excitement for the brand

• Make them feel loved and accepted• Listen to what the say, and respond to

it• Perform unexpected miracles

• Search amongst existing users and identify the “choir”

• Reach out to the choir and help bring them together as a unified brand congregation

• Ask them for their honest feedback (praise, comments, criticism)

• Find out what the brand really means to them. Why do they love your brand?

• Listen to their wants and needs

• Take their best suggestions and turn them into reality

• Show the choir that you really, truly care about them!

How to create brand evangelists

Create customer communities

• Give them a place to connect• Recognize and appreciate them• Get in there and interact with them

Cult brands are inclusive

• Give off a feeling of openness and friendliness• Don’t target imaginary perfect customers with

exclusive products• Sell an opportunity to fulfill a passion, dream or

aspiration• These are universal, timeless and ageless properties• Accept, value and incorporate customer ideas• Think: 8 to 80• Put a face to the brand -- everyone should interact

with the users• Let customers personalize, shape and contribute

Promote personal freedom

• Tap into people’s ultimate need to be free• Freedom of speech• Free to say what you want• Create a memorable experience using

the service• Draw brand strength and unity in

competing against rivals