Let’s Create Cult Brands.

Mention the word cult, all kinds of things come to mind. A charismatic leader attracts droves of fanatical followers. It's brought us the phrase "drink the Kool-Aid." 

However, in this aspect of marketing, we want people to drink the Kool-Aid.

It's called cult branding.

Rather than give you a textbook definition, I’ll demonstrate by naming a few very successful cult brands.

First is Harley Davidson. They don’t make the most motorcycles in the world. And many would argue, including their users, they don’t make the best motorcycles in the world. But there is a never-say-die loyalty to them. Harley Davidson is more than a product. It’s a lifestyle. And its users are its disciples. It’s synonymous with “bad boy image” and the tried-and-true leather biker jacket. It also touts freedom.

Next is Apple/Macintosh. Whether is computers, iPads, iPods, or iPhones, its users are passionate about them. When Apple announces that a new i-product is soon to be released, people will stand in line outside the store for days on end to be one of the first to buy. Users promote the product to others as if it’s dogma.

Cult brands achieve a unique connection with customers. These brands tap into the deep-seated human desire to belong to a community. They’ve created a consumer culture that people want to be a part of.

How do we create a cult brand, whether it’s for our clients or even better, our radio brands?

1)     Get a charismatic leader.

Like cults themselves, cult brands have leaders that people want to follow. Steve Jobs and Apple were so connected that many wondered if Apple would survive after he passed on.

Elon Musk has a following that most mega-church pastors’ envy. This tech mogul virtually created the electric car marketplace and is the undisputed leader in commercializing outer space. (we’re all still baffled by the whole Twitter/X thing. But none of us are perfect.)

In application to our brands, does one of your station’s personalities, or morning show have a devout following? Do their listeners feel like they’re part of a community. And, if so, how does your personality super serve that community. Are they doing things or creating the kind of content that has your brand’s users spreading the good news?

    2)     Be inspirational.

An Edelman’s Trust Barometer survey in 2020 found that 64% of today’s consumers are belief driven. They think brands should help solve societal problems. Many Tesla owners bought an ideology rather than an automobile. They feel they’re helping the world transition to renewable energy.

What ideologies do your brands target embrace? Does your content reflect those values? Does your personality help your target embrace you as someone that cares and is somehow involved with those issues?

3)     Do things differently

Cult brands often operate differently than regular brands. Tesla doesn’t sell cars through dealerships. Clothing line Girlfriend Collective made money by giving its products away.

What can our radio brands do differently. We already broadcast to a mass audience. We’ve done remote broadcasts since Marconi. We use social media to some extent. Yet, so is everybody else. Can we create events that our targets would feel were uniquely tailored to them? Tap into what it is they want and build something around that. If your personalities are charismatic entertainers that can motivate people, partner with a charitable cause. Build an event that encourages as many people to attend as possible. Does our social media content grab our targets and really encourage them to engage with us?

Does your station brand have a decent jingle? What’s the possibility of making it available as a downloadable ring tone for Android and iOS?

 4)     Create a community.

Cult brands have places where their fans/users/disciples gather. It can be an event. Or it can be virtual. It’s their place.

Each of our brands already has social media platforms. Are we creating live online events on a semi-regular basis? Do your leading personalities have an online meet and greet on Zoom? This also would work well if your music focused station has an artist drop by the studio. By using Zoom, make it invite only. But make that invite open to anyone who will pre-register. If the artist will allow the time, offer a Q&A session between the listener and the artist. The air talent will be the moderator.

 5)     Be consistent.

Just as news, traffic, and weather are benchmarked at a fixed position on the clock, make your community building and things done differently just as consistent.

If you do daily live feeds on social media, make it the same time every day.

Cult brands don’t normally happen overnight. But, once they catch, they spread like fire. They become highly endeared. And their users are almost always highly motivated.

Respectfully,

Mike –The Reel Architect.