Abraham Maslow postulated an ascending order of human needs, and arranged them in a pyramid.Physiological Needs: These needs are either homeostatic (like maintaining biological balances of salt and water) or nonhomeostatic (like sleep and sex). These needs would be the primary driver of behavior if a person was stripped of everything he owned. All actions would be directed at satisfying these needs.
Safety Needs: These include the need for security, stability, and a general preference for the known over the unknown.
Belongingness and Love Needs: People exhibit these needs in the desire to marry, become part of a community, a member of a gang, or joining a bowling club. This is the level where the support systems of modern society begin to break down. Fragmentation is increasing, and the importance of neighborhoods and families to an individual's well being is often overlooked.
Esteem Needs: The esteem needs are divided into two groups: the need for esteem from others and the need for self-esteem. Esteem from others is met externally through status and dominance, whereas self-esteem is met internally through independence and mastery.
Self-Actualization: This is the need to be what one has the potential to become. This is the need felt by musicians to create music and poets to write. It is the need to be true to your own nature.
How Cult Brands Leverage Human Needs
The hierarchy of human needs helps explain why people do what they do. Cult Brands leverage higher level needs, satisfying what people find missing in their lives.All Cult Brands offer a sense of belonging through fostering the creation of social groups around their brand, allowing like-minded people to come together.
Cult Brands fulfill some combination of esteem needs and self-actualization. In doing so, they become irreplaceable in the minds of the customers.
Cult Branding Videos
Videos from The Cult Branding Company that give insights into what it takes to create unrivaled customer loyalty.
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