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 mutuallybeneficial 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.Now that we have discussed what a ‘cult’ actually means, let us also find outwhat the word ‘brand’ stands for.
What is a Brand?
In the words of Bolivar J. Bueno, the co-author of
‘The Power of Cult Branding’
, “a brand is all the emotions and ideas associated with a product or service that create a distinct customer experience. It includes all things real or perceived, rational or emotional, physical or sensory, thought or felt, whether in form or function, planned or unplanned.” Simply put, it means
a brand iswhat it does
. Therefore, a brand refers to all the instances when a product or a service interfaces with a customer and all the good and bad or worst still,neutral perceptions that exist in the consumers mind regarding it.Successful brands are credible, meaningful, unique, holistic, sustainable,clear, and consistent. They add value to the customer experience across alltouch points, and are trusted because they consistently deliver their promise.Today brands have become such an important factor in people’s lives thatbrand affiliations seem to decide who you are. Brands, rather than justbecoming a tool for differentiating one product from the other have becomethe extensions of a person’s personality. Brands are being used by people toconvey to the world what they stand for and what they want to achieve.Therefore, the scope for brands is becoming narrower every day and they