We all have our favorite coffee place, our favorite running shoes, even our favorite brand of chips. Are each of these ‘favorites’ really unique in that no one else makes the same product? Not really.
There’s a certain je ne sais quoi about some brands that make them extra appealing to us. Rarest-of-the-rare are cult brands that do not need any introductions whatsoever. They simply sell by virtue of being available. Think Harley Davidson, Rolex, Apple.
While building a cult brand is a once-in-a-lifetime achievement for most marketers, the key ingredients that come together to create a cult brand remain pretty much constant. Let’s take a sneak peek at the key inputs that combine to produce brands that are successful beyond their creators’ imaginations.
1. Build a brand personality and live up to it across all touch points. Brand personality, the way a brand makes you feel, is the essence of a brand. It consists of various elements, including logo, signature colors, captions or taglines, brand mascots, a distinct look and feel of the product, website or packaging, store design, product design, service delivery, and so on.
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