Cult Branding

Cult branding are brands that attract customers and influence them to become part of them, brand that are not chosen once or twice, but week after week and year after year. Cult brands have thecapacity to command super-high customer loyalty and have followers who are devoted to them. In this area it might be found two different types of cult brands, the destructives and the benign cult brands.Destructive cults brands usually hurt, harm, manipulate and often brain wash their members. The lead of this cult brand doesn’t really care about its members well being. On the other hand, the benigncult brands fulfill their members not only satisfying them with the products and services but also emotionally. Both the customers and the brand enjoy the relationship between them having a sense ofbelonging, enlightenment, accomplish and satisfaction of the relationship.

The key characteristics a cult brand might have we found in a research made in different organizations. The result was thatall of them shared the same core ingredients but developed in a different way. Based on this, the seven golden rules we written.

The first rule is that all customers want to belong to somethingdifferent, this means that all people want to feel they belong or are part of something, not only as a group but also individually.

The second rule is the lifestyle Promise-Fun. People always liketo have fun, enjoying life and being happy. It is good that brands offer their customers new experiences where people can enjoy themselves doing something fun. For example, Puma Chile created a eventwhere people who assisted could ride a race car, (driven by a professional car racer) and have a few seconds feeling the adrenalin of speed. A camera was installed inside the car, so after the ridepeople could see their faces during this speedy ride. This is a good example where a brand offered a new fun experience to the customers where they could take their minds away from the problems and the...