A Peek into a Cult Brand

“Cult” brands don’t just happen... they require certain ingredients for success -
• To belong: To become more individual
• they feel they are different from others
• To reinforce something about themselves
• For a sense of purpose
• For a sense of community

Some of the attributes of a Cult Brand would be Differences, Love, Community, Interaction, Tension.

Such brands communicate love not through the product, but through the limited clan of people who take pride in owing such products, by creating a common philosophy which they can all believe, or, through interactions. Simply, such brands are not for everybody! Like – a Mac vs. a PC

A sense of community is of the utmost importance – there has to be strong believe that it’s not shared by everyone! It could also be a doctrine that can be articulated, or a strong belief that “I am more complete in this community”. Therefore, in one hand it does “Polarizes” through “Us and them”; while on the other, it gives an opportunity to rub together with like minded people.

The E-Bay Cult
• It’s a code of conduct built on trust
• E-Bay’s philosophy is right on line
• You take responsibility to abide by it, and to make sure others do.
• Keep people rubbing together
• Mutual responsibility to keep the cult alive

How Harley became a Cult Brand
• Harley is for the “rebel inside”
• Harley is not for everyone – polarization is good
• Harley is different – sound, symbols,
• German/Japanese brands don’t have the “attitude”
• #$@&* Off, I already have enough friends – T-shirt

Which is that Indian Cult Brand you can think of?