An introduction to Cult Branding

Abhishek Gupta (09FT-006)Ankur Verma (09FT-018)Ankush Singla (09FT-019)Anupam Choudhary (09FT-022)

Agenda

1. Introduction2. 7 rules of Cult Branding3. Example- Apple4. Cult Branding in Indian Scenario5. Conclusion

Cult refers to a cohesive social group and their devotional beliefs or practices, which the surrounding population considers to be outside of mainstream cultures.

Positive cultsThese are the cults that help fill the emotional needs and wants of their followers in a positive way. They and their followers enjoy a mutually beneficial relationship, with both receiving a real sense of satisfaction, accomplishment, belonging and enlightenment from the relationship. Some of the examples of such cults may be Red Cross, PETA etc.

Negative cultsThese are the cults that harm, hurt, manipulate, and often brainwash their members. The leader of a destructive cult doesn't really care about the well being of the members. Some of the examples of such cults may be Nazism etc.

Most companies try to build brands that no one will hate instead of brands some people will love.

Cult Brands

Cult Brands understand that their brands belong to the customers. Only the customer’s voice counts. A successful Cult Brand embraces its customers by anticipating their basic human and spiritual needs. As a consequence, Cult Brands achieve a level of customer loyalty unprecedented in traditional business.

Brands are spheres of influence, and the most magnetic brands win in the marketplace. They get repeatedly chosen over the competition, not once or twice, but week after week, year after year.

Cult Brands are a special class of magnetic brands that command super-high customer loyalty and almost evangelical customers or followers who are devoted to them.

An Environment for Cult Branding

Today's society is the perfect environment for cult branders and cult brands. It is full of fragmentation, with increases in divorce rates, broken homes, and violence.

As this fragmentation continues, the basic human need for feelings of security, belonging and social interaction does not go away. It can't be replaced. We all need to belong to a group.

Cult brands aren't just companies with products or services to sell. To many of their followers, they are a surrogate family filled with like minded individuals. They just happen to sell products and services.

Abraham Maslow: The Father of Cult Branding

Maslow postulated that humans have an ascending order of needs and used a hierarchical pyramid to prioritize them

Higher level needs influence future behavior much more than lower level needs.

Cult branders enjoy incredible loyalty because they work hard to connect with their customers at the very highest level of Maslow's Hierarchy.

They don't just offer great products and services, but they needs for social interaction, esteem, and self-actualization.

They make customers believe that your brand has no equal.

What Makes A Great Cult Brand?

Time spent researching cult brands in print and through field work revealed that although each of the nine brands investigated were clearly different, their individual formulas for cult-branding success shared many of the same core ingredients.

These formulas can be broken down into

The Golden Rules of Cult Branding.

#1 – The Golden Rule of Social Groups

Our society is addicted to communication. We use these devices to form and maintain distinct social

groups, since as human beings we are inherently social animals. We not only enjoy being part of groups made of like-minded individuals, but we all enjoy being different

and standing out from the rest of the pack.

Consumers want to be part of a group that’s different.

#2 – The Golden Rule of Courage

Consumers embrace cult brands and are loyal to them because their creators pushed the limit, took significant risk, and produced new and different things.

Consumers are tired of being bombarded with products and services that all look the same, feel the same, and act the same. They want surprises. Cult brands stay

with us.

Bland brands fade from memory.

Cult brand inventors show daring and determination.

“This odd little egg shaped car is just

plain ‘Ugly.’ It won’t sell.”- Early Critics

As the best-selling car in history, the critics were wrong

#3 – The Golden Rule of Fun

Human beings want to have fun. At their core, cult brands are always fun. They make us happy. They cheer us up when we're down; they help us enjoy life. Not only do they

provide escape, but the companies develop and sell tools that allow followers to pursue their dreams and celebrate new lifestyles.

Cult brands sell lifestyles.

#4 – The Golden Rule of Human Needs

Cult brands focus on serving the customers they already have. They don't try to attract hypothetical new customers. They look to the

congregation, value their opinions, and reward them. Do extraordinary things for them, and they'll become incredible evangelists.

Listen to the choir and create cult brand evangelists.

Bike Rallies

#5 – The Golden Rule of Contribution

Brand companies continually find new ways to give back to their customers for their passion and devotion. They remain humble and personable. They develop strong

relationships through developing and supporting customer communities.

Cult brands always create customer communities.

HOG

#6 – The Golden Rule of Openness

Cult brand companies don't build imaginary profiles of ideal customers. They don't' discriminate. They openly embrace anyone who is interested in their company.

Exclusivity doesn't exist.

Cult brands are inclusive.

#7 – The Golden Rule of Freedom

Human beings cherish their freedom, and cult brands promote this freedom and nonconformity. Cult brand companies work hard to create memorable experiences for

their customers. They stay fresh in the minds of the faithful with brand consistency.

They draw strength and unity from identifying and targeting an archenemy-a group that conflicts with the company's values and goals.

Cult brands promote personal freedom and draw power from their enemies.

Rule 1: Consumers want to be part of a group that’s differentApple products are not only different from their counterparts on features but also they provide an altogether different touch and feel aspect

Rule 2: Cult brand inventors show daring and determinationAlmost all the apple products have been new inventions be it an i-pod, be it an i-phone or i-pad. Apple always gives its customers a sense of achievement and a sense of fulfillment.

Rule 3: Cult brand sell lifestylesOwner of apple products satisfy their innate passions by owning an Apple appliance. The soothing effect of the product takes user into a comfort zone. Working becomes fun.

Rule 4: Cult brand will make the customers as brand evangelistsApple has always focused on the needs of their existing customers and give regard to their feedback, rather than expending energy to win new customers.

Rule 5: Cult brand always create customer communitiesThe company goes for Mac users conferences at different places to strengthen the relationship.

Rule 6: Cult brands are inclusiveApple is open to one and all. It has been indifferent to all socio-economic backgrounds of customers. They fulfill the human desire of caring, sharing,bearing and belonging.

Rule 7: Cult Brands promote personal freedom and draw power fromtheir enemies.Apple promotes the underlying themes of freedom and nonconformity with memorable sensory experiences.

Cult Branding in India

"To make cult brands possible we need a complete overhaul of the way we view things“

- Anmol DarManaging Director, Superbrands India

"If companies can forge distinct, attractive identities, cult brands are sure to emerge from India“

- Moon B ShinManaging Director, LG India

"Marketing Mahatmas required!“- Mithileshwar Jha

Professor of Marketing, Indian Institute of Management, Bangalore

"We are a very diverse nation. Cult following happens when a country has a large proportion of people following a common lifestyle or group behaviour“

- A G KrishnamurthyChairman, AGK Brand Consulting

Indian companies are mature enough to cultivate popular brands, but to make them achieve cult status, they need to take popularity to a different level through inventive and revolutionary tactics.

Indian brands have the potential, but management and marketers behind that brand do not have a risk-taking mentality and understanding of the potential pay-off. Since the first and foremost rule cult branding is “dare to be different”, companies need to shake things up when everyone at the organisation is feeling most cosy.

Creating a cult brand requires balancing head and heart in decision-making, tilting more towards the heart.

we are a very diverse nation and we tend to disagree more than we agree. Indians are very individualistic and prefer our own approach to everything. Cult following typically happens when a country has a large proportion of people following a common lifestyle or group behaviour.

Cult Brands in India?

Conclusion

1. Cult Brands are identified by consumer passion and excitement around the brand.

2. They are self consciously different from rivals.3. In addition to product/service quality, cult brands fulfill the high level needs

of esteem , social interaction and self actualization found at the top of Maslow’s pyramid.

4. They form deep and lasting bond with consumers.5. Cult brands project an aura/group identity.6. They beget evangelists – consumers are owners – go all out to promote the

brand.

Thank You!!