Sticky loyalty of customers towards brands isn't as commonplace as it once was, thanks to a surge in alternatives and distractions. The modern market demands that brands shift their focus from leaning heavily on rational benefits provided to customers, to creating an emotional connection that instills in them a sense of identity and belonging. This approach turns customers into avid followers who are more likely to stick around, as opposed to becoming capricious consumers constantly scouring the market for the next better thing.

Taking a leaf out of the book of cults can be quite enlightening here. Cults excel in drawing and retaining ardent followers by fulfilling the basic human need to belong. Hence, successful brands of today are creating mini-cults. Their zealous followers are drawn towards and feel aligned with the purpose and values of the brand. Apple and Tesla stand as shining examples of this cult-brand phenomena. However, even smaller scale companies can build an equally devoted following.

The key lies in conveying a powerful and emotionally resonant message that can start with drawing just one devoted follower. Hence, given the right approach, any brand can create that sense of belonging which builds a dedicated entourage of followers.