Skip to content
  • Digital Marketing
International Branding Online

International Branding Online

International Branding Blog – Conneting brands to the universe

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Toggle search form
  • 26 of the Most Common Startup Challenges Branding
  • Reimagining Value Through Customer-Focused Innovation Branding
  • How Same-Day Delivery Works Branding
  • Hello world! Branding
  • Moving From Brand Preference To Brand Loyalty Branding
  • The Human Face Of Intangible Assets Branding
  • Brands As Business Models Branding
  • ANA: How Do Marketers Express Digital Empathy? Branding

5 Marketing Tactics Used By Cult Leaders

Posted on February 23, 2023 By aathif No Comments on 5 Marketing Tactics Used By Cult Leaders

5 Marketing Tactics Used By Cult Leaders

Whether we like it or not, cults are very effective in building a following of devotees. Beyond the manipulative and unethical aspects of cults, there is a lot marketers can learn from cult leaders.

1. Provide Clear And Simple Answers

A cult leader is the only one who can provide cookie-cutter answers to followers’ existential questions; shortcuts to help their followers make quick judgments without even processing the information. Then, repetition (or what we in marketing elegantly call frequency of exposure) leads devotees to recall and accept these answers as universal truths.

2. Leverage Urgency And Scarcity

Cult leaders rely on scarcity and urgency to prompt devotees to take action. The phenomenon is described as FOMO, or fear of missing out, in popular culture and marketing. Learning outcome: Build limited series and exclusive access to products and promotions for your most valuable clients.

3. Remember Every Hero Needs A Villain

Cult leaders promote a sense of adversity toward outside enemies. They cultivate an “us versus them” mindset that demonizes non-members and, in turn, strengthens the bonds of devotees.

This is the core idea behind tribal marketing—single out a brand’s audience based on members’ affinities, interests, and shared beliefs. Nonusers miss out on the benefits of the products. Users or members of the tribe feel superior to groups of outside nonusers.

4. Lock Your Audience In A Funnel

One thing multi-level marketing, airline loyalty programs, and Scientology have in common is that they funnel people into an ascending scheme that usually starts with a freebie or something very easy to achieve. Once in the funnel, members are constantly upsold on the benefits of progressing to the next tier. Scientology puts its members through 15 levels which can take decades and hundreds of thousands of dollars to achieve. In a similar vein, many members of airline and hotel programs end up booking flights and rooms that are more expensive than competing alternatives to ensure they secure a certain status tier in the brand’s loyalty program.

5. Emphasize The Emotional Over The Functional

Cults appeal to pathos—using emotions to persuade their audience through metaphors, storytelling, and the passionate delivery of a speech or personal anecdote. They tap into their followers’ desire for belonging, acceptance, security, and love. In contrast, ethos persuades through credibility and trust, while a logo relies on evidence and logical reasoning.

Contributed to Branding Strategy Insider By: Dr. Emmanuel Probst, excerpted from his book Assemblage: Creating Transformative Brands

The Blake Project Can Help You Differentiate Your Brand With An Ownable Promise In: The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

Branding

Post navigation

Previous Post: The Flaws In Segmenting By Price
Next Post: Designing the Brand Experience: From First Exposure To Advocate To Relationship

Related Posts

  • Siemens Branding
  • Global Competition & The Increased Importance of Carefully Crafted Messaging Branding
  • 5 Keys To Building Enduring Market Leaders Branding
  • Personal Branding is Vital Now Branding
  • The Strategy Behind Barnes & Noble’s Brand Revitalization Branding
  • Emotions Guide Today’s Path To Purchase Branding

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts

  • Online Branding Education
  • How to Cultivate Customer Empathy in Experience Design and Innovation – A Conversation with Janelle Estes UserTesting
  • One Brand Strategy For Revenue Growth
  • AI Written, AI Read
  • Why LifeSCALE Should Be On Your Spring Reading List

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews.

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Tip Creep, Tip-flation, and Tip Fatigue Branding
  • The Magic of Stories: How to be an Amazing Storyteller When Everyone is a Storyteller Branding
  • ANA: How Do Marketers Express Digital Empathy? Branding
  • Nutella Branding
  • Market Leadership Is Reserved For Trusted Brands Branding
  • Ben & Jerry’s Branding
  • Branding & Pitch Decks Branding
  • 9 Ways To Activate Your Brand Purpose Branding

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews. Copyright © 2022 International Branding Online.

Powered by PressBook News Dark theme