Creating a powerful brand that has legions of loyal followers, à la Harley-Davidson, is a marketer's dream come true. But what is it about these brands that transforms their customers into brand evangelists? What is it that binds these brands so strongly with the followers? This article takes a look into the anatomy of cult branding.

The Concise Oxford Dictionary defines a cult as "a system of religious worship; devotion, homage to a person or a thing". In accordance with the definition, cult brands can be products, personalities or services. Apple, for instance, is a product cult brand whereas Steve Jobs is a personality cult. But not all companies are fortunate enough to have both the personality as well as product cults within their folds. While personality cult brands can make some products attain cult status or generate huge profitability, the reverse does not hold true. Oprah, for example, made many books bestsellers by endorsing them in her Book Club, but she didn't become a cult personality courtesy of some book; rather her charisma, her way of doing things which appeals to a group of consumers, made her a cult.

There are two types of cults (religious ones of course)The benign and destructive. Benign cults provide feelings of fulfillment and belonging. They are very forthright in their missions and goals, and unlike destructive cults, there is no central authoritarian figure who controls the group, even manipulating it at times. Cult brands are more like benign cults. They magnetically attract thousands of devotees and as the name benign suggests soothe the insecurities arising out of lack of care and belongingness. They evolve lifestyles that constitute pointed opposition to tradition, the norm, and the dominant. In effect, as said earlier, they usually are anti-establishment. They aren't mainstream; they are more exclusive. They are the elite that choose to be different. But there is an inclusivity to cult brands, though they are exclusive to the world, they are inclusive within; they welcome their kind to be associated with them. In truth, they are exclusive and inclusive brands.

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