In the 1990s, Nova Scotia brewery Alexander Keith’s ran a slogan I’ll never forget.

“Those who like it, like it a lot.”

That line nailed what it means to be a cult brand.

Nobody gets a Harley Davidson tattoo because they think the bikes are sorta better.

They do it because Harley means something TRIBAL.

And there’s probably no parallel universe in which folks have Honda or Suzuki tattoos.

Those brands have worked hard to occupy the massive middle, doing very well with millions upon millions of customers who like them, but just aren’t that passionate.

Nobody camps overnight for Dunkin’ openings, either.

But Dunkin’ doesn’t need fanatics.

Their appeal is safe, wide, and steady — and that can build decades of success.

The middle can be enormously profitable. But fanaticism is ALWAYS narrow.

Cult brands speak deeply to specific people, not broadly to everyone.

So here’s the question: what kind of appeal does YOUR brand seek?

Mass reliability, or deep devotion from a few?

Want to make your product irresistible? That’s what we do as product positioning consultants at Graphos Product, helping innovators achieve the kind of love they really want from their buyers.