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- 🍎 Acquire loyal customers with the "Great Cult Paradox"
🍎 Acquire loyal customers with the "Great Cult Paradox"
The advertising strategy that built a $2.5 trillion company.
Steve Jobs used a dangerously effective advertising strategy to build the Apple brand:
🍎 The "Great Cult Paradox"
Some people compare Apple customers to cult followers due to their admiration and loyalty to the brand.
The psychology is quite interesting:
Why do people join cults?
Many people think cult members are socially inept, outcasts from society, and tricked into to conforming to a set of rules and conventions.
The truth is that people join cults to become more individualistic.
Cults act as outlets for individuals to be the person they want to be with people who are more like themselves - to express themselves in alignment with their own self-narrative.
Here's the formula:
A person feels alienated from the world around them.
They start searching for a more suitable environment.
They feel safe in an environment that celebrates the way they view the world.
They achieve a sense of self-actualization when surrounded by like-minded peers.
In short: "You're different, but we're different in the same way."
Source: The Culting of Brands by Douglas Atkin