It's not a product – it's a lifestyle. Some brands, products and people reach a level of fandom others only dream of. The recipe is savvy marketing and a little serendipity.
Rhea Freeman, a UK-based PR adviser, is a self-proclaimed member of the Apple cult. “I am committed to the brand and don’t see a time when I would buy a non-Apple computer or phone or tablet,” says Freeman. “I keep an eye on the latest developments, look for new releases and do also have a huge interest in the leadership, the marketing, the branding and the messaging.”Freeman maintains her appreciation for Apple products goes far beyond product affinity – it’s an integral part of her lifestyle.
,” says Montell, explaining that younger consumers are quick to sniff out “marketing malarkey”. She notes that, to strike gold with those more sceptical buyers, brands must promise something more: “That by affiliating with, for example, this makeup line or even just this single makeup product, you will be a better you.”
When a brand enters the picture and offers a template for who you should be and what choices you should make, that feels really satisfying and nurturing – Amanda Montell In market terms, that warm, fuzzy feeling can translate to staying power. “People want to share their love of the brand with other members of the community, generating word-of-mouth and creating online content related to the brand,” says Alvarez. “They want more people to know and like the brand – to become part of the community.”and an enduring cult brand also comes down to good timing, says Fournier.
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