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.
You'd expect fifty years of experience to make a doctor more confident in his ability…
For Industrial Designer Philippe Guichard sustainability started before his career began in the unlikely place…
A few weeks ago, I sat down with Industrial Designer Philippe Guichard for a conversation on experience.…
When Industrial Designer Philippe Guichard started his career as a designer, success was partly about proving…
What do designers notice that other people miss? When Industrial Designer Philippe Guichard walks into…
A few days after my first conversation with mindfulness teacher Mark Molony, he contacted me…