1. Cult brands bring...
• Loyalty and devotion
• Repeat usage
• Higher prices
• Promotion by users

2. It’s all about what motivates people
Maslow’s Hierarchy of Human Needs

3. Successful brands help people
towards their ultimate goal of self-
actualization and total fulfillment.
Great brands connect with
people at this level.
(in addition to having great base
feature-benefits)

4. 7 Rules of Cult Branding
Consumers want to be part of something that’s different.
Cult brand inventors show daring and determination.
Cult brands sell lifestyles.
Listen to the choir and create cult brand evangelists.
Cult brands always create customer communities.
Cult brands are inclusive.
Cult brands promote personal freedom and draw power from their enemies.