Comments on: Putting the "Cult" in Culture http://thelostjacket.com/branding/cult-in-culture Community, Creativity and Marketing Wed, 07 Dec 2011 00:05:54 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: jessica http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-3565 jessica Sat, 10 Oct 2009 02:16:40 +0000 http://thelostjacket.com/?p=2071#comment-3565 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?

]]> By: jessica http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2846 jessica Fri, 09 Oct 2009 23:16:40 +0000 http://thelostjacket.com/?p=2071#comment-2846 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?

]]> By: jessica http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2682 jessica Fri, 09 Oct 2009 22:16:40 +0000 http://thelostjacket.com/?p=2071#comment-2682 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?

]]> By: Stuart Foster http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2399 Stuart Foster Mon, 01 Jun 2009 18:39:30 +0000 http://thelostjacket.com/?p=2071#comment-2399 Like this approach a lot Lauren. Anthropologists do know their stuff...however I like to be on the ground. Like this approach a lot Lauren. Anthropologists do know their stuff…however I like to be on the ground.

]]> By: @sarahmerion http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2402 @sarahmerion Mon, 01 Jun 2009 18:22:17 +0000 http://thelostjacket.com/?p=2071#comment-2402 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. 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.

]]> By: Stuart Foster http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2401 Stuart Foster Mon, 01 Jun 2009 17:59:38 +0000 http://thelostjacket.com/?p=2071#comment-2401 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? <br><br>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. 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.

]]> By: ryanstephens http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2400 ryanstephens Mon, 01 Jun 2009 17:46:22 +0000 http://thelostjacket.com/?p=2071#comment-2400 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?<br><br>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.<br><br>R 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

]]> By: Lauren Vargas http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2398 Lauren Vargas Mon, 01 Jun 2009 17:19:57 +0000 http://thelostjacket.com/?p=2071#comment-2398 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! 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!

]]> By: Lauren Fernandez http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2397 Lauren Fernandez Mon, 01 Jun 2009 17:12:03 +0000 http://thelostjacket.com/?p=2071#comment-2397 Some great points here, S.<br><br>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.<br><br>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. <br><br>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.<br><br>Just some thoughts. Thanks for writing it!<br><br>-Lauren 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

]]> By: Stuart Foster http://thelostjacket.com/branding/cult-in-culture/comment-page-1#comment-2396 Stuart Foster Mon, 01 Jun 2009 16:50:09 +0000 http://thelostjacket.com/?p=2071#comment-2396 True. But how do you eventually cash in without losing your cult status? That's the situation that most companies are trying to avoid... True. But how do you eventually cash in without losing your cult status? That's the situation that most companies are trying to avoid…

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