How Apple Created a Mass Movement (And You Can Too)

1. legions
of LOYALTY
How Apple Created a Mass Movement (and You Can Too)

2. w w w. c u l t b r a n d i n g . c o m
CREATED BY aaron shields DESIGNED BY melissa thornton
©2009 The Cult Branding Company

3. 1096 - After seeing the persecution of Christians in
Jerusalem, Peter the Hermit travels to meet Pope
Urban ll.

4. Peter inspires the Pope,
and with his aid launches the Crusades.

5. 1966 - Gene Roddenberry transports American
viewers to new worlds and new civilizations with the
debut of Star Trek.

6. Star Trek inspires fans around the world to dress up as
Klingons, Vulcans, Romulans, and Humans, and come
together and support the ideals of the Star Trek Brand.

7. “
When I go to conventions, I can just
”
be the person I really am.
— a Star Trek Fan

8. Not all
MASS MOVEMENTS
are created equal.

9. Destructive movements manipulate their members and do
not care about their well being.

10. Benign movements also have intense devotion, but they are
harmless and helpful to the members’ well being.

11. All MASS
MOVEMENTS
share the same defining feature...

12. The Promise
of a BETTER
TOMORROW

13. “
Those who would transform a
nation or the world cannot do so
by breeding and captaining
discontent...or by coercing
people into a new way of life.
”
They must know how to kindle an extravagant hope.
— Eric Hoffer, The True Believer

14. Star Trek offers the hope of a peaceful future.

15. Harley-Davidson offers the hope of
freedom on the open road.

16. To create your own
MASS MOVEMENT ...

17. 1
human needs
Figure out which
your brand
naturally plays towards.

18. Apple plays to the needs of beauty and self-actualization.
Transcendence
Self-Actualization
Aesthetic Needs
Cognitive Needs Maslow’s Hierarchy of Human Needs
Esteem Needs
Belongingness and Love Needs
Safety Needs
Biological and Physiological Needs

19. 2
Discover how your brand fulfills this need for
your best customers— Your Brand Lovers
—in a way no other brand does.

20. Apple’s creative tools allow people to express their
artistic spirits. Apple’s sleek design complements the
users’ own beautiful expressions.

21. 3
Design your messaging
to promote the fulfillment of this unique need.

22. Apple antagonizes its competition by promoting itself as
a more intelligent, creative choice.

23. 4
Provide people the tools to form their
own groups and inspire others
to see the unique benefits of your brand.

24. Apple supports Mac User Groups around the country
and keeps them updated on the latest news.

25. 5
Create programs that bring
your company’s philosophy alive .

26. Apple Genius Bars help people solve their
technical problems so they can focus on
expressing themselves creatively.

27. Apple offers its legion of loyal fans the hope of being
more creative and creating a
beautiful world.

28. How can you offer your customers the hope of the
beautiful tomorrow they want?

29. for more on
building your
own mass
movement:
www.cultbranding.com/101

30. from the creative minds @ www.cultbranding.com
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