Cults are all around us. I’m not talking about destructive cults that damage people’s lives. I’m referring to benign, even life-supportive groups that give people more meaning.
Raving-fan groups of Star Trek, Lady Gaga, Jimmy Buffett, Harry Potter, Oprah, American Girl, Jay-Z, Apple, Barbie, and Harley Davidson all qualify as benign cults.
Some people might judge the tens of thousands of people who dress up as Vulcan and Klingons to attend Star Trek conventions, but Paramount Pictures happily supports them and profits from their loyalty.
From a business perspective, the hard truth is that creating cults translates to greater profitability. What brand wouldn’t love to create a cult-like following?
We’ve explored the science behind cult formations for over a decade, unearthing seven core principles that operate behind this unusual level of brand loyalty.
If you’re in the New York City area next Wednesday, April 2nd, Cult Branding originator BJ Bueno will be joining an engaging panel discussion on Creating Cults. The full-day event titled The Big Shopping Shakeup is being hosted at The TimesCenter by The New York Times, McCann Worldgroup, and Momentum.
You can request an invitation here.