Cult Branding Brand Marketing as a method

In the world of brand marketing, all brands more or less, “himself” … right? A Duesenberg was like any other luxury car … right? And if you like Anchor Steam Ale, well, you’d be just as happy to pop open a Bud Light, right? And a Mac user can switch to a PC to your heart, is not that so? … Guess again! Obviously the answer in all three cases, a clear ‘No! ” But what is it about certain products or people to them a “cult?” And what can companies learn from this cult branding phenomenon when it comes to marketing their products?

Not any product attracts a cult. It is not enough high-quality, or even very strong. The cult product for more than one service is provided. First, it promotes an image. Your use of the cult product tells people something about you. Therefore, cult brands tend to have higher participation or more personal products that are not everyday items.

It also makes you feel a part of a select group – a member of a tribe that believes passionately in something. In some cases, these kindred spirits are even band together as if they were members of an exclusive club, were with their own rituals, jargon and dress. Think the Marines or Harley Davidson bikers.

In short, what distinguishes a cult-products is that they give to the customer an identity and a strong sense of belonging. It is human nature to want to belong, and people like people who have similar interests. Therefore, the cult brands act as a binding agent that pulls people together.

What does this mean for corporate America? There are some significant benefits to the brand that is a cult. There are the obvious benefits of a fanatically loyal customer base, but it’s not all. Consumers who are part of a cult following are not nearly as price sensitive as other types of customers. As the brand has no real competition, price wars are not paid in question – the customer the full price for their brand, without hesitation, and are often the early adopters. They will also offer free word-of-mouth advertising for the manufacturers by encouraging others to “Join the club.” This is the kind of customer that dream business.

Most marketing dollars in America are used to the 20-25% churn that suffer most brands to replace every year. Loose, Wind disloyal customers cost as much in marketing expenses, as they contribute to the profits – a net zero gain for the company. In a recent study, believed only 18% of national advertisers, they received a positive return on investment on their TV advertising dollars! In contrast, consumers with their cult-brand, year after year to stay. Therefore, brand management company in favor mirrors the traditional marketing model, what he calls “reverse branding – branding from the inside out.

to win with so much, why not all companies strive to develop cult followings? In some cases, companies have not fully realized the rewards of such an approach. Or, in contrast to cult brands, they try all things to all people – they are unwilling, or perhaps fear of a niche game. Cults always have a very specific and defined point of view and if you do not agree with her that OK with them.

So … how you want an effective cult-branding strategy ?

In other cases, companies want to develop iconic brands can not figure out how. It is not that simple, a product that people develop to fall in love. Effective Cult Branding is produced more than just hype – the product itself, and the image of IT projects, has a special attraction draws on the people also have the cult must be genuine and thrive in a base-level. In fact, the more a product of the smooth output appears to be a corporate brand marketing machine, the less likely that a cult developed.

are large. Some believe that it is possible cult products are developed effectively, but not through traditional marketing methods, or a business-as-usual approach. What you need to do is start with what brand marketers call a “deep dive.” You need to understand the entire experience from the perspective of the customer. What is the emotional effect? How it fits into their lives? Brand marketing companies use ethnography and other research institutions for these techniques. Then there is a question of view of the entire package – the product, the retail experience, the website, advertising, the way representatives see and act – all that improves or impairs the creation of a cult experience.

After developing a deep understanding of a company-cult customer, the next step employs ideas about the marketing techniques of cults and cult brands. Learn and understand the characteristics of cults and cult brands, and how to market themselves.

Doug J. McIntyre is the founder and CEO of Cult Marketing – a Brand Marketing Company . An authority in his field, has noted have Doug in the Wall Street Journal and its creative ideas, been featured on TV shows. Learn more at cultmarketing.com.