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Brand Loyalty Or Fealty? How A Company Gains A Cult Following

Customers wait in line at the flagship Apple Store on Fifth Avenue.
Customers wait in line at the flagship Apple Store on Fifth Avenue.
Spencer Platt/Getty Images

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Some companies have built a brand for themselves that has achieved a level beyond brand loyalty.

Companies like Adidas, Apple, and SoulCycle command a huge following. Whether they release a new product, or take a few missteps, there are people who are brand loyalists through and through. Some might say they're cult brands. It’s not uncommon to see fans sporting tattoos of their logos or join community groups dedicated to these brands. They don’t just sell you a product; they sell you an identity, and a lifestyle. You see someone else with a SoulCycle bag or wearing a Harley Davidson shirt, you know, that’s my tribe.

Do you have a brand that you are borderline religiously devoted to? Is someone you know a brand loyalist? Call in and let us know at 866-893-5722.


Americus Reed II, professor of marketing at the University of Pennsylvania’s Wharton School of Business; his research focuses on the role of identity in consumer decision making