Martin Lindstrom's consumer brain-scanning project has probed the "branding" secrets of Christianity. The findings were a major part of his recent Buyology Symposium in New York. The data correlates between 12 cult-like brands, including Harley Davidson and Ferrari, and the emotional drivers of the world's largest religion.
What can we learn from the human brain about creating a powerful Cult Brand?
Story Telling: Don't just place advertising to sell things, share the mythos of your brand.
Clear Vision:The Brand must stand for something it must have a differentiating quality.
Evangelism: Word of Mouth is still the best way to grow your brand.
Rituals: Brand rituals codify the experience and allows the consumer to make it their own (i.e putting a lime in the beer.)
Evangelism: Word of Mouth is still the best way to grow your brand.
Rituals: Brand rituals codify the experience and allows the consumer to make it their own (i.e putting a lime in the beer.)
It looks like Lindstrom's study "borrowed" many concepts from "The Power of Cult Branding." ;-) Looking at these conditions like story telling, clear vision, evangelism, and rituals, it's not surprising that few brands ever reach "cult" status. There's a great deal of thought, energy, and execution that goes into developing these assets and bring them to life for your customers.
ReplyDelete