Putting the "Cult" in Culture

I think this analysis is spot on, particularly the risk of alienating your core when trying to grow into a larger market. The aspect of equality, almost democracy, that you attribute to the Culture community is an interesting take that I hadn't considered. I wonder how many brands successfully make that jump. Niche markets like skate shoes and surf clothing come to mind but those are rooted in a subculture that appealed to the mainstream. Can anyone think of any brands that successfully expand to a larger audience and still maintain the value, loyalty and trust of their core?

I think this analysis is spot on, particularly the risk of alienating your core when trying to grow into a larger market. The aspect of equality, almost democracy, that you attribute to the Culture community is an interesting take that I hadn't considered. I wonder how many brands successfully make that jump. Niche markets like skate shoes and surf clothing come to mind but those are rooted in a subculture that appealed to the mainstream. Can anyone think of any brands that successfully expand to a larger audience and still maintain the value, loyalty and trust of their core?

I think this analysis is spot on, particularly the risk of alienating your core when trying to grow into a larger market. The aspect of equality, almost democracy, that you attribute to the Culture community is an interesting take that I hadn't considered. I wonder how many brands successfully make that jump. Niche markets like skate shoes and surf clothing come to mind but those are rooted in a subculture that appealed to the mainstream. Can anyone think of any brands that successfully expand to a larger audience and still maintain the value, loyalty and trust of their core?

Like this approach a lot Lauren. Anthropologists do know their stuff...however I like to be on the ground.

Great article Stuart. You're really great at coming up with original ideas!! (Hello #DARTboston). When I read this, I immediately thought of HARO and Peter Shankman. Not even sure why but he came to mind. I think the fact that he's leveled the playing field between the layperson and reporters, essentially distributing the power between the source of information and the distributor of information. He's created a cult out of the culture that we live in and its flourished into a thriving business.

I think you have to utilize the mentor-mentored approach here and provide incentive for old members to welcome new ones. Rewards of some kind?

This is just a baseline response. The more I think about it the more interested I am. This probably is going to turn into a blog post Ryan.

This is a solid and thoughtful post Stuart.. One thing that has always really interested me about "cults," are the way they interact with others. That first core group of influencers on Digg or a social media forum, etc. are important. What does a new member, who hasn't built up the equity do to get into that group? Can they do it just by providing tremendous value? Are they better off kissing ass to one of the members in the hope that they'll be included?

I know I'm well out of the scope of your original post, but I think A LOT of 'new' people are scared to get into the game because they feel like they can never catch up to those influencers. Love to hear your thoughts on this, and some strategies/techniques they could employ to overcome this fear and be a key contributor to a cult/community.

R

You cannot create the cult. or even "message" the cult into existence because the cult does not come through you messaging/stories, but the stories and experiences of those in the community. Better to let the cult form organically, study it like an anthropologist and then make first contact!

Some great points here, S.

To me, though - social media can have a cult community feel. You have your followers - the ones who will stand up for you and come to your rescue when you need it. When I posted the guest blog post and had negative comments - I posted to my Twitter and immediately had 20 + people come to my defense. Now, many of them might have agreed with my stance, but they also knew me and what I meant.

I think it can be hard to get away from the cult culture, especially in the association world. You have only a couple of associations (and working with mine, we are one of the only recognizable 'high iq' societies) so we have our loyal followers. The ones that don't like us as well.

Many brands are already a culture - they exude it in their advertising, marketing and strategy. This is probably why this route is more successful - it is over a wide range of audience and community.

Just some thoughts. Thanks for writing it!

-Lauren

True. But how do you eventually cash in without losing your cult status? That's the situation that most companies are trying to avoid...

Like this approach a lot Lauren. Anthropologists do know their stuff...however I like to be on the ground.

Great article Stuart. You're really great at coming up with original ideas!! (Hello #DARTboston). When I read this, I immediately thought of HARO and Peter Shankman. Not even sure why but he came to mind. I think the fact that he's leveled the playing field between the layperson and reporters, essentially distributing the power between the source of information and the distributor of information. He's created a cult out of the culture that we live in and its flourished into a thriving business.

I think you have to utilize the mentor-mentored approach here and provide incentive for old members to welcome new ones. Rewards of some kind?

This is just a baseline response. The more I think about it the more interested I am. This probably is going to turn into a blog post Ryan.

This is a solid and thoughtful post Stuart.. One thing that has always really interested me about "cults," are the way they interact with others. That first core group of influencers on Digg or a social media forum, etc. are important. What does a new member, who hasn't built up the equity do to get into that group? Can they do it just by providing tremendous value? Are they better off kissing ass to one of the members in the hope that they'll be included?

I know I'm well out of the scope of your original post, but I think A LOT of 'new' people are scared to get into the game because they feel like they can never catch up to those influencers. Love to hear your thoughts on this, and some strategies/techniques they could employ to overcome this fear and be a key contributor to a cult/community.

R

You cannot create the cult. or even "message" the cult into existence because the cult does not come through you messaging/stories, but the stories and experiences of those in the community. Better to let the cult form organically, study it like an anthropologist and then make first contact!

Some great points here, S.

To me, though - social media can have a cult community feel. You have your followers - the ones who will stand up for you and come to your rescue when you need it. When I posted the guest blog post and had negative comments - I posted to my Twitter and immediately had 20 + people come to my defense. Now, many of them might have agreed with my stance, but they also knew me and what I meant.

I think it can be hard to get away from the cult culture, especially in the association world. You have only a couple of associations (and working with mine, we are one of the only recognizable 'high iq' societies) so we have our loyal followers. The ones that don't like us as well.

Many brands are already a culture - they exude it in their advertising, marketing and strategy. This is probably why this route is more successful - it is over a wide range of audience and community.

Just some thoughts. Thanks for writing it!

-Lauren

True. But how do you eventually cash in without losing your cult status? That's the situation that most companies are trying to avoid...

Definitely go the way of cult. Cult communities can be a lot bigger than most typically think. Brand Loyalty is likely to become the focus of strategy in the current and post-recession era. Strong brands focus on the critical few and devote themselves to fulfilling the passions of its most loyal members; the target market of the brand naturally gravitates towards the same ideals, and members can eventually convert to extreme loyalists. This is the only strategy to ensure long-term stability.