Marketing (CMO, SVP) | All things AI | Sequoia Scout | Advisor
Why do some brands inspire an incredible level of devotion? We can learn a lot about these brands by looking at cults and something called the 'Routinization of Charisma' In the 1800's sociologist Max Weber released a study on cults He concluded cults are the result of a charismatic leader who follows the 'routinization of charisma' Routinization of charisma describes how some brands create real momentum behind their story, but how difficult it is to maintain. 'Routinization of Charisma' is .. "Charismatic authority threatens boundaries set by traditional or rational authority. Because it challenges authority, it's seen as revolutionary. Usually charismatic authority is incorporated into society. Hereby the challenge it presents to society will subside. The way in which this happens is called routinzation." Cults become popular because they challenge the status quo; they evangelize the 'problems' of modern society and position themselves as the solution. As the solution becomes more popular it becomes part of the status quo - "routinzation". Most iconic brands follow a similar path. They have a clear enemy, a problem they shine a light on, and a can describe a better way of doing things. - Apple: think different - PC was the enemy - Netflix: stream online - Video stores were the enemy - Airbnb: don't go there, live there - hotels were the enemy Their story focuses on different, not better. As Christopher Lockhead said on our latest podcast "Better is a debate, different is a choice" The challenge is, overtime, the 'new way' is accepted as the best way, and it becomes the status quo. Streaming replaced video stores, other vacation booking engines like booking.com allow you to book local homes, and lots of people are using Macs, not just the crazy ones. For most brands that's ok. They've solidifed themselves as the best solution for a problem that's now widely understood and accepted. On average the category leader gets 76% of the category revenue The Routinization of Charisma is a great reminder of what's needed to build an iconic brand - Crystal clear on the problem (usually with a clear enemy who is the perfect example of that problem) - Content that sells the problem in the market - A product that fulfils the promise of a solution If done correctly, brands are able to build a devoted fan base who'll rarely be swayed to look elsewhere, even when there are better options.
Another example would be Tesla where the problems are fuel expenses, lack of sustainabe transport and carbon emissions and the enemy is every non-electric car brand.
There's just something about some brands that make us feel like they really get us. They understand our needs and desires, and they deliver on their promises. We can't help but develop a deep level of devotion to them.
So glad to see point 2 😜 I've seen companies successfully build brand by leading with Content. I've helped some with that endeavour. I classify it as (one of many ways to provide) augmented value.
nice one. asking "what is the enemy?" is a really clarifying question - easy to ask, hard to answer.
Sounds similar to a brand strategy course I took with Scott Galloway. He talks of also having a moat around your product or service to ensure longevity and possibly reach the "iconic" status. Nice post.
Category design is fascinating. What you describe looks a lot like the Blue and Red Oceans strategies.
Great post Kieran Flanagan
SVP, Head of Go to Market @ Blend | Global Growth Strategy
1yInteresting. These are “disruptors”, their enemy was old, antiquaited, outdated, bloated…can tou put this in context of Hubspot vs. Salesforce. Would you argue different, or better? I am intrigued as I think that better has a place in that it is not always the first mover who makes it and people can come in, apply a very similar model but do it better…the first mover is not the enemy here….