Ideology
The beliefs and behaviors of the most cult-like brands on the planet
When companies live up to consumer expectations, and customers believe they are getting more out of a business than just the inherent value of the goods and services they provide, they reciprocate by giving more back to the business.
But how do brands achieve cult-like status?
These 8 principles outline what it means to be a Cult brand, and lay the foundation for our client work by developing or improving their capabilities in one or more of these principles. Not all cult brands excel at each principle, but a well executed combination of several principles is powerful in achieving an engaged and fanatical audience. Learning and understanding these principles and how cult brands have applied them is core to articulating our work and POV.
Too many businesses have commodized offerings and must shout (ie. paid media) or bribe (ie. discounts) in order to be noticed. But cult brands create productions, services, and/or customer experiences that are actually worthy of people’s attention. They are more substance than sizzle and do at least one thing so exceptionally well, their fans can’t help but talk about it.
Every business exists to generate profit, but cult brands also live by a noble brand purpose. Audiences often care more about what a brand stands for than what it sells, so cult brands have mastered how they weave their desirable ethos into their audience engagement strategies.
Cult brand leaders understand that no company can become beloved externally if it’s not first beloved internally. They prioritize culture and redeploy marketing resources away from advertising and margin-eroding sales promotions into a host of properly executed internal engagement pursuits.
Cult followers treat specific businesses like close friends; they seek out brand personalities and value systems that align with their own personal preferences. Cult brands are not only likeable and personable, they’re accessible — meeting customers where they are and making it easy for them to “see themselves” in the brand.
Cult followers want to feel like insiders, knowing things and enjoying access that others don’t. Cult brand leaders spend less time creating marketing communications, and more time creating lexicons, traditions, symbols, and privileges that help their best customers feel like valued members of an exclusive club.
Cult brand leaders target the alienated and intentionally appeal to those who want to separate themselves from the mainstream. A large number of cult brands provocatively challenge market leaders and attempt to derail the establishment that is more comfortable playing it safe by trying to please everyone.
Mediocre brands emphasize transactional relationships via creative messaging and media plans, whereas cult brands have learned how to shut up and listen. Cult brand leaders systematize how they solicit customer input and gain actionable insights, as well as how they encourage customers to amplify word of mouth.
Cult brand leaders find creative ways for their fans to assemble together, virtually or physically. Whether its supporting third party initiated activations or developing desirable destinations for followers to partake in elevated brand experiences, they make it easy for followers to gather revel in their togetherness.
