Maslow's Hierarchy of Human Needs

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.

IKEA, Cult Branding Done Right

Harness the Power of Your Brand (Pt. 1)

Harness the Power of Your

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.

IKEA: A Powerful Cult Brand

People are camping outside. Traffic jams are so severe that highway exits must be shut down. Traffic lights are rendered useless requiring police to direct traffic. Is it a new Star Wars film? No, it’s the opening of a new IKEA store. The Brand Lover Passion has taken IKEA to the top of their game. From 1997 to 2005, IKEA doubled its market share and tripled its sales from $600 million to $1.7 billion to become the seventh largest furniture store in the United States.

But when executives first hear about the notion of building a Cult Brand, they often wonder, "Can we really do it? Can our brand achieve 'cult' status? And if so, what would that look like?" The answer, of course, is, "Yes, you can." Check out this brief video of an IKEA store grand opening.

An Introduction to Cult Branding

Seven Golden Rules of Cult Branding

Why do people love this brand? Why are they so loyal to it? What does this brand mean to them? Why? Why? Why!

An interesting thing starts happening after you've asked a lot of questions for a long enough period of time. Not only do you start getting some really good answers, but you begin to see patterns and similarities between the responses that you receive.

This was exactly what happened in the dozens of interviews conducted. Clear patterns emerged. Although each of the nine brands was clearly different, their individual formulas for Cult-Branding success shared many of the same core ingredients.

These seven points won't tell you everything there is to know about Cult Branding, but they will give you a nice overview and practical framework to utilize in your own marketing endeavors. Think of this list as your indispensable "Cult Branding Cliff Notes." Here they are. Read them. Use them!

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