The Next Great Consumer Companies Won’t Be Exclusive Clubs. They Will Be Inclusive Cults.
Laura Chaumedium.com
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The Next Great Consumer Companies Won’t Be Exclusive Clubs. They Will Be Inclusive Cults.
There has been a meteoric rise in cult brands that play at a higher level than their peers; brands that infuse their followers with a great sense of pride and purpose who then go beyond rationality to see their brand win.
Jordan Odinsky • Cult Wars: The Making of a Cult Brand
This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Like cults, fascinating brands speak to their followers in a clearly defined language. Rather than speaking to the maximum number of people, these brands identify their target, and then go deep.