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Abhishek Gupta Ankur Verma Ankush Singla Anupam Choudhary
(09FT-006) (09FT-018) (09FT-019) (09FT-022)
1. 2. 3. 4. 5. Introduction 7 rules of Cult Branding Example- Apple Cult Branding in Indian Scenario Conclusion
Some of the examples of such cults may be Nazism etc. manipulate. PETA etc. . which the surrounding population considers to be outside of mainstream cultures. belonging and enlightenment from the relationship. The leader of a destructive cult doesn't really care about the well being of the members. and often brainwash their members. They and their followers enjoy a mutually beneficial relationship. accomplishment. Cult refers to a cohesive social group and their devotional beliefs or practices.Positive cults These are the cults that help fill the emotional needs and wants of their followers in a positive way. Some of the examples of such cults may be Red Cross. hurt. with both receiving a real sense of satisfaction. Negative cults These are the cults that harm.
Cult Brands understand that their brands belong to the customers. Brands are spheres of influence. . and the most magnetic brands win in the marketplace. Cult Brands achieve a level of customer loyalty unprecedented in traditional business. Only the customer s voice counts. but week after week. A successful Cult Brand embraces its customers by anticipating their basic human and spiritual needs. not once or twice.Cult Brands Most companies try to build brands that no one will hate instead of brands some people will love. year after year. Cult Brands are a special class of magnetic brands that command super-high customer loyalty and almost evangelical customers or followers who are devoted to them. They get repeatedly chosen over the competition. As a consequence.
. They just happen to sell products and services. As this fragmentation continues. belonging and social interaction does not go away. the basic human need for feelings of security. and violence. To many of their followers. We all need to belong to a group. they are a surrogate family filled with like minded individuals. It is full of fragmentation.An Environment for Cult Branding Today's society is the perfect environment for cult branders and cult brands. with increases in divorce rates. Cult brands aren't just companies with products or services to sell. It can't be replaced. broken homes.
esteem. They make customers believe that your brand has no equal.Abraham Maslow: The Father of Cult Branding Maslow postulated that humans have an ascending order of needs and used a hierarchical pyramid to prioritize them Higher level needs influence future behavior much more than lower level needs. Cult branders enjoy incredible loyalty because they work hard to connect with their customers at the very highest level of Maslow's Hierarchy. . They don't just offer great products and services. but they needs for social interaction. and selfactualization.
What Makes A Great Cult Brand? Time spent researching cult brands in print and through field work revealed that although each of the nine brands investigated were clearly different. These formulas can be broken down into The Golden Rules of Cult Branding. their individual formulas for cult-branding success shared many of the same core ingredients. .
Our society is addicted to communication. but we all enjoy being different and standing out from the rest of the pack. We use these devices to form and maintain distinct social groups.#1 The Golden Rule of Social Groups Consumers want to be part of a group that s different. since as human beings we are inherently social animals. We not only enjoy being part of groups made of like-minded individuals. .
Consumers embrace cult brands and are loyal to them because their creators pushed the limit. Cult brands stay with us. Bland brands fade from memory. took significant risk. and act the same. feel the same. and produced new and different things. Consumers are tired of being bombarded with products and services that all look the same.#2 The Golden Rule of Courage Cult brand inventors show daring and determination. They want surprises. .
Early Critics .¶ It won¶t sell.³This odd little egg shaped car is just plain µUgly.´ .
the critics were wrong .As the best-selling car in history.
At their core. They make us happy. cult brands are always fun. Not only do they provide escape. Human beings want to have fun. .#3 The Golden Rule of Fun Cult brands sell lifestyles. they help us enjoy life. They cheer us up when we're down. but the companies develop and sell tools that allow followers to pursue their dreams and celebrate new lifestyles.
Bike Rallies . and they'll become incredible evangelists.#4 The Golden Rule of Human Needs Listen to the choir and create cult brand evangelists. and reward them. Cult brands focus on serving the customers they already have. They look to the congregation. value their opinions. Do extraordinary things for them. They don't try to attract hypothetical new customers.
HOG . They develop strong relationships through developing and supporting customer communities. Brand companies continually find new ways to give back to their customers for their passion and devotion. They remain humble and personable.#5 The Golden Rule of Contribution Cult brands always create customer communities.
They don't' discriminate. They openly embrace anyone who is interested in their company.#6 The Golden Rule of Openness Cult brands are inclusive. Exclusivity doesn't exist. . They stay fresh in the minds of the faithful with brand consistency. Human beings cherish their freedom. Cult brand companies don't build imaginary profiles of ideal customers. They draw strength and unity from identifying and targeting an archenemy-a group that conflicts with the company's values and goals. Cult brand companies work hard to create memorable experiences for their customers. and cult brands promote this freedom and nonconformity. #7 The Golden Rule of Freedom Cult brands promote personal freedom and draw power from their enemies.
Rule 5: Cult brand always create customer communities The company goes for Mac users conferences at different places to strengthen the relationship.Rule 1: Consumers want to be part of a group that s different Apple products are not only different from their counterparts on features but also they provide an altogether different touch and feel aspect Rule 2: Cult brand inventors show daring and determination Almost all the apple products have been new inventions be it an i-pod. bearing and belonging. . It has been indifferent to all socio-economic backgrounds of customers. Rule 7: Cult Brands promote personal freedom and draw power from their enemies. Working becomes fun. They fulfill the human desire of caring. sharing. be it an i-phone or i-pad. Apple promotes the underlying themes of freedom and nonconformity with memorable sensory experiences. Rule 3: Cult brand sell lifestyles Owner of apple products satisfy their innate passions by owning an Apple appliance. rather than expending energy to win new customers. Apple always gives its customers a sense of achievement and a sense of fulfillment. Rule 4: Cult brand will make the customers as brand evangelists Apple has always focused on the needs of their existing customers and give regard to their feedback. The soothing effect of the product takes user into a comfort zone. Rule 6: Cult brands are inclusive Apple is open to one and all.
A G Krishnamurthy Chairman. Indian Institute of Management. attractive identities.Moon B Shin Managing Director. AGK Brand Consulting . cult brands are sure to emerge from India . Superbrands India "If companies can forge distinct. Bangalore "We are a very diverse nation.Mithileshwar Jha Professor of Marketing.Cult Branding in India "To make cult brands possible we need a complete overhaul of the way we view things . LG India "Marketing Mahatmas required! .Anmol Dar Managing Director. Cult following happens when a country has a large proportion of people following a common lifestyle or group behaviour .
Indians are very individualistic and prefer our own approach to everything. but management and marketers behind that brand do not have a risk-taking mentality and understanding of the potential pay-off. tilting more towards the heart.Cult Brands in India? Indian companies are mature enough to cultivate popular brands. . Since the first and foremost rule cult branding is dare to be different . but to make them achieve cult status. we are a very diverse nation and we tend to disagree more than we agree. Indian brands have the potential. they need to take popularity to a different level through inventive and revolutionary tactics. Cult following typically happens when a country has a large proportion of people following a common lifestyle or group behaviour. companies need to shake things up when everyone at the organisation is feeling most cosy. Creating a cult brand requires balancing head and heart in decision-making.
4. They beget evangelists consumers are owners go all out to promote the brand. In addition to product/service quality. Cult brands project an aura/group identity. 2. They form deep and lasting bond with consumers. .Conclusion 1. cult brands fulfill the high level needs of esteem . They are self consciously different from rivals. 3. social interaction and self actualization found at the top of Maslow s pyramid. 5. Cult Brands are identified by consumer passion and excitement around the brand. 6.
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