Douglas Atkin; The Culting of Brands: Turn Your Customers Into True Believers, Portfolio, Penguin, New York, 2004.
We all crave ‘meaning’ and ‘belonging’. Cult-like brands have become the new religion because they provide these two basic human needs.
People queue overnight to be the first into the new Apple temples, I mean, retail stores. Cult-like brands inspire extreme religious-like customer loyalty – and fanatical behaviour. Customers are no longer satisfied with mere product. They’re buying into an ideology with meaning, purpose and value; an identity with personality; and a community of like-minded, mutually interested souls. The two most important elements of a cult-like brand are the ideology and the interaction between your customers. Your ideology provides vision, meaning and desire. The contact with you and fellow customers builds a community. This provides meaning in a chaotic world and a place of belonging.
Start a cult today. Cult your brand and build a devoted following of loyal customers. Be different, take a stand and build a meaning engine and a community that lets your customers be more of themselves.
What if I told you that mastering time is a myth? That all the apps,…
If you live to 80, you get about 4,000 weeks on this planet. That’s it. Not…
How can you create your own unique manifesto design to bring your dreams and vision…
Are you struggling with direction and clarity in your business? Without this, it’s easy to…
What’s the best way to write a design manifesto? Previously, I shared four types of…
Is the art of Intentional Living the secret to your best life? And how can…