![]() ![]() His music offers a state of mind that passionate fans can carry around throughout their lives. Take Jimmy Buffett for example, Jimmy Buffett, like every good Cult Brander, doesn’t just sell albums or concerts, he sells a lifestyle. They think about the frequency: how can they get to the customer more often than their competitors, but also in a way that supports solving the customers’ tensions and building the lifestyle? They sell a lifestyle to the customer at as many touchpoints as possible. It’s not just about periodically selling a product or service. Selling lifestyles means the Cult Brands are pervasive in customers’ lives. When the customers feel both empowered and fulfilled, they associate these positive emotions with the brand and see it as supporting their unique lifestyle. Self-fulfillment, on the other hand, makes the customers feel that they’re becoming all that they can be. They help empower their customers to feel they’re in control of realizing their aspirations. Self-empowerment: Cult Brands champion the freedom of the individual. These lifestyles are created through a combination of self-empowerment and self-fulfillment. They intertwine their products and services with the customers’ passions and become a lifestyle. When customers solve their tensions, the feeling of fun results.Ĭult Brands tap into customer passions. In other words, Cult Brands don’t just sell products or services, they sell tools to solve tensions that enable followers of the brand to become their best selves, pursue their dreams, and celebrate the distinct lifestyles that come with being part of a member of that group. They feed a customer’s inner need to become who they truly feel they are. ![]() But more importantly, they help customers fulfill their passions.Ĭult Brands help customers fulfill their need for self-actualization. They provide a temporary escape from day-to-day life. Fun is at the heart of this principle, but the end result of creating fun is selling a lifestyle that the customers want to be a part of.Ĭult Brands’ products and services put smiles on customers’ faces and make them feel better about themselves. This principle was originally The Golden Rule of Fun. Now, we’ll look at the remaining four principles. Cult Brands create brands that have no substitute and cultivate the formation of like-minded customer groups around their brands. Cult Brands understand what primary tensions they solve for their customers and find ways to solve them over and over again. Principle two is Solve Meaningful Tensions in Customers’ Lives. Cult Brands don’t follow the norms of the industry. In the previous episode, we looked at the first three principles Cult Brands use to cultivate loyalty and create passionate fans. On this episode, I’ll continue to answer the question: how do Cult Brands, cultivate loyalty? I’m your host, Aaron Shields, partner and director of research for The Cult Branding Company. ![]() So I think the (the sequel) would be much more black than white.Hello, and welcome to the Make Business Matter podcast where we help you turn purpose into profit and customers and employees into passionate fans. “If we were to take three twenty year-olds today, life would certainly be more difficult for them than it would have been 20 years ago. ![]() “The weight of religion plays much more of a role ,” he told FRANCE 24. And while some of the Parisian suburbs, including the one featured in the film, have become less violent in the past two decades, the situation has not improved, the film's cinematographer, Pierre Aïm, said, citing the divisive appeal of religious extremism. Mathieu Kassovitz, who won Best Director at Cannes for the film, is now considering a sequel. There was no marketing strategy, other than to be as respectful, as fair and as honest as possible.” “It was a film for young people, made by young people. “It happened very naturally,” he told FRANCE 24. One of the film’s three lead actors, Saïd Taghmaoui, who was born to Moroccan parents in a northern suburb of Paris not dissimilar from the one where "La Haine" was set, describes the film as “a cry for help”. The film came at a dark period in modern French history, amid mysterious bombings, heightened police brutality and violent demonstrations in and around the capital. Following a multicultural trio of friends from a deprived suburb some 40 minutes away from central Paris, “ La Haine” (which means “Hate”) shone a spotlight on the often ignored, or else stigmatised, day-to-day life of France’s “ banlieues” – specifically the fractious relationship between residents and the police. ![]()
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