Apple is among the most charismatic and influential brands out there. It is among the most successful companies in the world. It is remarkable how similar their long term strategy is to how a cult is built. Brands that incorporate such tactic with their product policy trend to achieve steady growth with their sales. To attach the feeling of a beautiful dream to your marketing strategy can be a powerful tactic. Apple’s slogan “Think different” aims at our natural desire toward rebellion. To stand up against what’s common and accepted (in this particular case it is about PC’s and the operating system “Windows”) and to embrace what’s new, better and right is what all public figures used in Apple’s billboards are well known for. Gandhi, Mohamed Ali and John Lennon are just a few to name.

The powerful charisma of the company creator Steve Jobs is of no doubt. His bio is a manifest of rebellion against all industry standards. Combined with the remarkable growth of his garage company, these facts act as a powerful inspiration to all Apple clients. The easy usage of all brands products is all because of the simple design of the software. Most of users still remember their first peak behind somebody’s shoulder in order to see the beautiful interface of the Macbook. All who joined the cult of Apple have felt special because of that. Unlike “others”, they find exceptional value beyond the special features of the brand.

Members of such cults show more appreciation when additional effort is put into product maintenance.

A big part of Apple’s software is really hard to find. This is how clients are obligated to order via the mail or phone. In cult theory this is called “Ego bending”. Such company strategy often leads to the formation of “consumer groups”, who on the other side fall under the marketing strategy called “Ego morphing”. This is a way to unite all existing followers. The stronger the user engagement is, the more loyal a client is to be.

In order to become popular and highly respected, members often had to do personal sacrifices. When it comes down to Apple, this means to invest a lot of personal time into brand related activities. Clients often take care of forums, interact with customer groups, help and exchange knowledge with those who need it. They turn into independent customer service clerks for free. Some of the most zealous followers call them selves mac evangelist and do free demonstrations of Apple’s products.

An efficient method often used by companies to help their brand form a better cult is to reward those who demonstrate their passionate loyalty. To feel as a part of the success of a brand can be a powerful stimulus. Some time back Apple used to grant free access to their online community (which does not exist anymore) to the most active users, as well as free software, t-shirts and literature. People were thought to believe that the more Apple users there attract, the easier software distribution would be. A typical pyramid practice isn’t it?

When a certain brand becomes more popular, its oldest followers receive special offers. New product demos as well as classified company information are a few to name. Exactly like in a real cult the older of members are shown some of the company “secrets”. Key public figures were given free Apple products so they can boost the PR of the uprising cult. All artists who the brand could benefit of did receive free computers.

People who are tightly bound to a certain brand often end up disappointed with it. A lot of Apple fans seemed to disagree with Steve’s choice to do business with Mircosoft but in public they preferred to show full support. This is a manifest of one of the most important features of the cult — the leader is always, just like London professional inventory clerks are. No matter if supporters truly believe in the product or not, they all act as fanatics. The cult followers pretend to have classified information that supports their statements but they are all victims of the hidden psychological charm of the pyramid based cult. It is always based on painful dedication and sacrifices.

Sounds so Apple doesn’t it?