Why People Love Some Brands and Forget the Rest.

The subtle shift from selling products to building identity makes brands unforgettable.

Here’s a simple but important question every founder should ask:If your brand vanished tomorrow, would anyone care?

If your answer is “probably not,” you’re not

may have built a solid brand, one that delivers value and satisfies customers.But you haven’t built a cult brand. And that could be the difference between long-term success and becoming irrelevant.

Normal Brands Solve Problems. Cult Brands Shape Identity.

Most brands focus on products, prices, and convenience. They fulfil needs.Cult brands go deeper; they create belonging. They make people feel understood and proud to be associated.“This brand gets me.” That’s cult brand territory.And people don’t abandon brands they connect with.

Indian Example: Amul vs. Everyone Else

Amul is more than milk and butter; it’s nostalgia, trust, and culture.No huge discounts, no influencer hype, just strong emotional bonds. That’s why Amul has outlasted trendier, better-funded competitors.

Global Example: Apple – Devotion Through Design

Apple doesn’t have customers; it has followers.Even when Apple makes controversial decisions, its loyal community sticks around.Because Apple isn’t just selling tech, it’s selling a worldview: simplicity, creativity, and status.

Cult vs. Normal Brands—Quick Comparison

Element	Normal Brand	Cult Brand
Focus	Product, Price	Emotion, Identity
Customer	Users	Believers
Marketing	Offers, Features	Purpose, Story
Price Sensitivity	High	Low
Community	Buyers	Tribe
Survivability	Market-driven	Meaning-driven

How to Build a Cult Brand

1. Start with a Belief

   
   

   Stand for something. Tata stands for trust, and earns loyalty across industries.

2. Create Rituals & Language

   
   

   Think Nike’s “Just Do It” or Royal Enfield’s “Trip Diaries.” Give people shared moments.

3. Don’t Be for Everyone

   
   

   The broader your message, the weaker your connection. Focus on your tribe.

   
   

Ask Yourself:

• Would customers recommend us without any reward?

• Do we stand for something meaningful?

• Are we just a product or a symbol of identity?

  
  

Final Thought:

A normal brand sells products.A cult brand sells pride, belonging, and identity.And you don’t need to be big to build one, you just need clarity and courage.