What Drives Extreme Customer Loyalty?

Cult Brands command a level of loyalty unmatched by their competitors. All Cult Brands share common features and take advantage of an understanding of human needs. The Cult Branding Company has uncovered these features to understand what it takes to build a Cult Brand.

What Are Cult Brands?

Cult Brands are brands that exist on the extreme end of the loyalty continuum. Creators of Cult Brands understand that loyalty comes not from creating a brand that no one hates, but one that a few people love.

No Brand Land: These companies don't focus on the customers and constantly change their focus at the newest opportunity, never standing for anything.

Leaky Brands: These brands have basic identifiers, like logos and tag lines, but offer nothing distinct to their customers.

Average Joe Brands: These tend to be the product of large companies that actively advertise to their customers, giving them a large reach. But they never produce a consistent message which dilutes their brands and confuses the customers.

Iconic Brands: These brands are easily recognizable and perhaps even part of our culture. They often occupy top of mind awareness and have loyal customers. But they don't offer an irreplaceable position in the hearts and minds of their customers.

Cult Brands: Cult Brands build lasting relationships with their customers. They have no competition. This is the realm of Apple, Oprah, Harley-Davidson, Ikea, Southwest, Star Trek, and Jimmy Buffett.

The Seven Rules of Cult Brands

All Cult Brands adhere to seven basic rules:

1. The Rule of Social Groups: Consumers want to be part of a group that's different.

2. The Rule of Courage: Cult-Brand creators show daring and determination.

3. The Rule of Fun: Cult Brands sell lifestyles.

4. The Rule of Human Needs: Cult Brands listen to the choir and create evangelists.

5. The Rule of Contribution: Cult Brands always create customer communities.

6. The Rule of Openness: Cult Brands are inclusive.

7. The Rule of Freedom: Cult Brands promote personal freedom and draw power from their enemies.