How The World’s Top Companies Create Movements

April 22, 2010 Content Marketing 1 comment

Courtesy of Stock Snap

If you want to succeed beyond your wildest dream as an entrepreneur (or an intrapreneur), don’t just create products or services.

Instead, start a movement. Or better yet, create a cult of brand believers.

The best organisations don’t just push out great products or services.

They start movements and create causes.

They turn jaded old ideas upside down.

They spark off ripples which resonate so much with their followers that these become giant tsunamis of market revolution.

Examples of Cult Companies

Some of the best examples of cult companies include Apple, Starbucks, Coca-Cola, and Nike.

While product supremacy is still a must for these category leaders, what’s more important are the values which they stand for.

  • Apple is an emblem for cool, simple designs, artistry, and cutting-edge technology that is invisible.
  • Starbucks represents the third place away from home and work – a caffeinated sanctuary for the senses.
  • Coca-cola is perceived as the icon of refreshment, available where you best need it.
  • Nike of course is about an active, get-up-and-go lifestyle.

Start With Your Whys

While branding and experiential marketing may help to uplift your organisation’s potential for success, it is far more important for your customers to participate in your cause.

You must have a story to tell – one which captivates, motivates and inspires your followers to do greater things with their lives (and reward you for it).

Making money is no longer legit as a reason for entrepreneurship. Creating a revolution is.

To do so, you need to look deep within your organisation and question what you truly stand for. Yes, you need to start with your Whys.

  • What are the reasons for you to turn up for work each day?
  • What do you tell your family and friends about your work?
  • How deep is your passion and conviction for your job?
  • Is it deep enough for you to volunteer to work for your organisation without being paid?

Resonate With Customers

Next, you need to find out if your corporate beliefs strike a chord with your customers.

Is what you’re doing something that they care about? How different is it from the next available competitor?

Don’t compete in the crowded marketplace and offer the same “me-too” benefits! Instead, find a place in the Blue Ocean instead, employing tools like Value Innovation to stand out from the rest.

Make Your Beliefs Come Alive

Thirdly, you need to find a way to embody these beliefs and make them come to life.

Are your executives and leaders walking emissaries of your corporate religion? Does everybody on the line talk the talk and walk the walk?

Seek to make everybody your corporate envoys.

Spread Your Message

Fourthly, like any good religion, you need to have way of getting the message across. No, I am not just talking about pamplets like the famous Four Spiritual Laws.

Instead, you should look at authoring a compelling chronicle that stretches across different media – each told in the best way suited for the platform.

Assemble Your Brand Believers

Finally, and perhaps most importantly, you need to congregate and assemble your brand believers.

Hire a community manager and initiate the formation of fan clubs across online and offline platforms.

Find all kinds of excuses to meet them on Facebook or face-to-face.

Build long-term relationships and encourage them to share with each other.

From Products to Missions

The new era of competitive advantage is no longer about being the cheapest producer, having the most outstanding products, or providing the most fabulous customer experience alone.

Instead, what matters most is to create a compelling mission for your followers – one that they can believe in, spread to their associates, and truly embrace for the long-term.

By Walter
Founder of Cooler Insights, I am a geek marketer with almost 24 years of senior management experience in marketing, public relations and strategic planning. Since becoming an entrepreneur 5 years ago, my team and I have helped 58 companies and over 2,200 trainees in digital marketing, focusing on content, social media and brand storytelling.

One Comment

  1. Wow! Inspiring post! Indeed its about creating a revolution! Best is one that gets stuck in everyone’s mind in a good way.

    Need to take time to ponder. Thanks Walter for reminding me why I choose the path I’m taking.

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