CULT MARKETING

Cult refers to a cohesive social group and their devotional beliefs or practices, which the
surrounding population considers to be outside of mainstream cultures. Cults can be divided into
two types based on their activities and perceptions that the outside population forms about them:

Negative cults

These are the cults that harm, hurt, manipulate, and often brainwash their members. The leader
of a destructive cult doesn't really care about the well being of the members. Some of the
examples of such cults may be Ku Klux Klan, Nazism etc.

Positive cults

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 mutually beneficial 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. The research can be carried out on
following ideas:

1. The Power of Cult Branding in marketing

2. Strategies adopted by marketers to maintain their status as a cult brands.
3. Cult following and its consequences.
4. Creation of cult brand
5. Promotional strategies for cult branding
6. Brand marketing and cult marketing

THE SEVEN GOLDEN RULES OF CULT BRANDING:

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, be it an i-phone or i-pad.
Apple always gives its customers a sense of achievement and a sense of fulfillment.

Rule 3: Cult brand sell lifestyles

Owner of apple products satisfy their innate passions by owning an Apple appliance. The
soothing effect of the product takes user into a comfort zone. Working becomes fun.

Rule 4: Cult brand will make the customers as brand evangelists

Apple has always focused on the needs of their existing customers and gives regard to their
feedback, rather than expending energy to win new customers.

Rule 5: Cult brand always create customer communities

The company goes for Mac users conferences at different places to strengthen the relationship.

Rule 6: Cult brands are inclusive

Apple is open to one and all. It has been indifferent to all socio-economic backgrounds of
customers. They fulfill the human desire of caring, sharing, bearing and belonging.

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

Apple promotes the underlying themes of freedom and nonconformity with memorable sensory
experiences

1. Cult Brands are identified by consumer passion and excitement around the brand.

2. They are self consciously different from rivals.

3. In addition to product/service quality, cult brands fulfill the high level needs of esteem,
social interaction and self actualization found at the top of Maslow’s pyramid.

4. They form deep and lasting bond with consumers.

5. Cult brands project an aura/group identity.

6. They beget evangelists – consumers are owners – go all out to promote the brand.