An introduction to Cult Branding

Abhishek Gupta (09FT-006)

Ankur Verma (09FT-018)
Ankush Singla (09FT-019)
Anupam Choudhary (09FT-022)
Agenda

1. Introduction
2. 7 rules of Cult Branding
3. Example- Apple
4. Cult Branding in Indian Scenario
5. Conclusion
 Positive cults
These 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.

Cult refers to a cohesive social group and

their devotional beliefs or practices, which
the surrounding population considers to
be outside of mainstream cultures.

Negative cults
These 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.
 Cult Brands

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

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.

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.
 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
Consumers want to be part of a group that’s
different.
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.
 #2 – The Golden Rule of Courage

Cult brand inventors show daring and determination.

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.

“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

Cult brands sell lifestyles.

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.
 #4 – The Golden Rule of Human Needs

Listen to the choir and create cult brand evangelists.

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.

Bike Rallies
 #5 – The Golden Rule of Contribution

Cult brands always create customer communities.

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.

HOG
 #6 – The Golden Rule of Openness

Cult brands are inclusive.

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.

#7 – The Golden Rule of Freedom

Cult brands promote personal

freedom and draw power from their enemies.

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.
Rule 1: Consumers want to be part of a group Rule 5: Cult brand always create customer
that’s different communities
Apple products are not only different from their The company goes for Mac users
counterparts on features but also they provide an conferences at different places to
altogether different touch and feel aspect strengthen the relationship.

Rule 2: Cult brand inventors show daring and Rule 6: Cult brands are inclusive
determination Apple is open to one and all. It has been
Almost all the apple products have been new indifferent to all socio-economic
inventions be it an i-pod, be it an i-phone or i-pad. backgrounds of customers. They fulfill the
Apple always gives its customers a sense of human desire of caring, sharing,
achievement and a sense of fulfillment. bearing and belonging.

Rule 3: Cult brand sell lifestyles Rule 7: Cult Brands promote personal
Owner of apple products satisfy their innate freedom and draw power from
passions by owning an Apple appliance. The their enemies.
soothing effect of the product takes user into a Apple promotes the underlying themes of
comfort zone. Working becomes fun. freedom and nonconformity with
memorable sensory experiences.
Rule 4: Cult brand will make the customers as
brand evangelists
Apple has always focused on the needs of their
existing customers and give regard to their
feedback, rather than expending energy to win new
customers.
 Cult Branding in India

"To make cult brands possible we need a complete overhaul of the way we view
things“
- Anmol Dar
Managing Director, Superbrands India

"If companies can forge distinct, attractive identities, cult brands are sure to
emerge from India“
- Moon B Shin
Managing 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 Krishnamurthy
Chairman, AGK Brand Consulting
 Cult Brands in India?
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.
 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!!