Achievement Unlocked: Cult Status

Do you have a talent for creating a stir? Claim your profit margin by cultivating your company’s unique sense of mystery.

Cult status is usually achieved by a person or entity (a business or company) through a strong, enduring appeal. The entity is then said to have a “cult following.” The group of people supporting it can be small, but they will remain extremely dedicated to (and passionate about) the company and its products.

Here’s an easier way to think about cult status: it represents the opposite of mainstream appeal.

You could be a part of a cult following and not even know it. The easiest way to illustrate this is through movies and television. Movies such as Napoleon Dynamite and TV shows like Space Ghost Coast to Coast are considered cult classics, mainly because they are only appreciated by small groups of people who become so passionate about them that their word of mouth alone drives up profits. Napoleon Dynamite went on to make more than $44 million on a $400,000 budget, and Space Ghost helped launch Adult Swim, a U.S. cable network that thrives on quirky, cult cartoons and TV shows.

“You could be a part of a cult following and not even know it. The easiest way to illustrate this is through movies and television.

So, how do you achieve this kind of status in the business world? Sure, there is more money in mainstream appeal to the masses, but wouldn’t you rather have a dedicated pool of customers that craves your products and won’t accept a substitute—even if your product is inferior or more expensive?

A prime example of this can be found in Nintendo. For years, they were late to the market with technology, offering consoles that seemed, on paper at least, inferior to their Sony and Microsoft counterparts. By virtue of their presence in the market for upwards of a century, however, Nintendo has managed to maintain a strong grip—solely because of its brand. Its characters, such as Mario and Link, are some of the most recognized personalities in all of gaming, and they are revered by fans. This level of brand loyalty has proven to be the most valuable asset for Nintendo, and has translated into massive sales of consoles, games, and merchandise like T-shirts and toys.

You can work toward achieving this kind of status by catering to a dedicated group of customers, creating a mystique around your brand, and making it seem like you are offering something different (and often, you will be.) When you see the market heading in a specific direction, go your own way, and remain dedicated to what you see as right. Be honest with your customers, and make them feel like they belong to an elite group. Take care of them by rewarding their loyalty through discounts, offers, even a thank-you card every now and then (and make sure to sign it yourself!)

Another way to achieve cult status is to shun the usual social media train, and survive through word of mouth. This might be a tough one, because your product needs to really tick all the boxes in terms of quality, but it pays huge dividends. A good example of this can be found in Coco’s in Adliya.

“Another way to achieve cult status is to shun the usual social media train, and survive through word of mouth.

In fact, one whole country’s manufacturing industry depends upon cult status. Italian brands command a huge premium, mainly due to the fact that people associate names such as Lamborghini and Cesare Paciotti with concepts like handmade, mystique, bespoke, and more. Times have certainly changed, and these brands have now incorporated technology into their manufacturing processes (a modern-day Lamborghini, for example, now shares its undercarriage with an Audi). The aura, however, is still there—and that kind of mystique, along with die-hard customers, will keep your brand afloat through the toughest of times.

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