A cult brand is a symbol-intensive brand usually tied to a single customer segment or a specific product category. Cult brands deliver a sense of belonging between people who share the same culture and passions. Harley-Davidson is a typical example of cult brand because they effectively express open roads culture, free spirit mythology, and connotations of Hells Angels’ machismo. These ideas amass a following of the company's brand.
Other cult brands, often characterized by exclusive owners clubs and intensive social activities, are Ferrari, Ducati, Nautor Swan, Fender, Cohiba, and Breguet.[2] [1]
Cult Brands fall into the category of benign cults which can be defined as a following where members are truly attached or intensely devoted to the product/service the brand provides. Benign Cults are not destructive and are welcoming of new members. In benign cults, human desires are fulfilled in a positive and unharmful way.[2] [3]
A brand can be defined as a cult brand if the following factors are present:[3]
There are considered to be three stages of followers within a brand:[4]
The following emerged as cult brands because the brands sell lifestyles, whilst focusing a great deal on their customers.
Harley-Davidson sells more than just motorcycles, it sells a passion and a lifestyle. The emergence of the Harley's Ownership Group or HOG was an opportunity for motorcycle enthusiasts to share their experiences and passion,[5] which turned them into a lifestyle brand. This cult brand is a textbook example of guerrilla marketing. Harley-Davidson benefited from word-of-mouth advertising and relied on low-cost dealership promotions.
Vans is known for providing true skate culture. It markets itself as more than a company but a lifestyle. Very early on, Vans became actively involved in skate culture by hosting skateboarding days and sponsoring the Warped tour. In 2014, Vans opened a free-access skate complex in Huntington Beach.[5]
Lululemon is known for being far more than a simple spandex store. Whilst other brands built stores, Lululemon created a 'hub for healthy living'.[5] The company regularly runs yoga classes. Selling the healthy lifestyle made high priced $98 yoga pants merchantable.
Apple has a strong corporate culture of listening and receiving feedback, especially from the consumer's perspective. Apple recognizes its customer's appreciate innovation and the aesthetics of things. Apple's participation in the annual Macworld Expo included workshops where the latest Apple products were discussed[6] in an open environment allowing Apple to create innovative products that customers greatly desired. For instance, the introduction of the iPod was created in ways that intertwined with human lifestyles and day-to-day activities. Apple slogans such as “Think different” pinpointed human desires to be different and to be part of a society. The slogan was a true manifestation of individual identity.[7] The irony here, of course, is that the company spent an enormous amount of energy to encourage humans to think similarly when it comes to their choices in computing products.
Cult brands do not confine to products or services provided by businesses. Cult brands may include influential people, for instance, celebrities. The Oprah Winfrey Show rapidly flourished into a cult brand in 1986. Oprah's topic of discussion and debate were of great interest to her audience, while her advice and recommendations were found highly influential.[3] Oprah's book recommendations helped many novels become best sellers. Her endorsement of Barack Obama in 2008 was influential.[8]