Cult BrandsMaslow postulated that we humans have an ascending order of needs and used a hierarchical pyramid to prioritize them. At the lower levels of the pyramid are our physiological needs, which include basics like food, shelter, and clothing that we all need to survive. At progressively higher levels in Maslow's hierarchy are the needs for safety and security, social interaction, and self-esteem. At the very top is self-actualization, a term coined by Maslow to describe the ultimate human need to learn, grow, and reach one's full potential as a person. We all desire, on some level, self-actualization, both to be at peace with ourselves and to try to be the best we can. As human beings, we are drawn to people, places, groups, causes, businesses, and ultimately brands that we believe can help us achieve our ultimate goal of achieving self and total development. Higher level needs influence future human behavior much more than lower level needs. It is the brands that are able to meet human needs at higher levels of the hierarchy that become irreplaceable in the mind of the consumer. Brands sometimes like to think of themselves as religions. These are called cult brands (Holt) and organize their customer community in the form of a congregation, with a holy land or place, churches, rituals, etc. It must be said that few of these brands really evoke religious fervor among their subscribers. what customer loyalty really is. Be irreplaceable. True customer loyalty isn't just about getting a customer to consistently choose your brand over another. It's about this same customer always believing (and then going and telling the world) that your company's brand has no equal! This is when customers form a sect. You don't have to look much further than a Harley-Davidson rally, a Star Trek convention or a Jimmy Buffett concert to see the cult brand phenomenon in action: thousands of passionate and loyal fans spreading the word good word and spend a lot of money. brands have a touch of edginess, a devoted fan base or niche positioning to be cult brands. But those that do tend to share similar characteristics that make them successful. defined and engaged community. It benefits from exclusive dedication (i.e. not shared with another brand in the same category) and its members often become volunteer defenders..