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“Apple has no customers; Apple has fans”, a popular saying goes. Sure enough, there seems to be something to that. Just think of the scores of people camping in front of the company’s stores before launches, the dedicated online community engaged in tealeaf reading about the next innovations, and, of course, the messiah-like status of its late founder, Steve Jobs. <br> <br>Apple has reached the pinnacle of branding. It has become a cult. Cult brands have a passionate, loyal following who love a brand for its own sake. They are not just famous brands like Coca-Cola or Amazon but also beloved, trusted, and emphatically defended against any detractor, with a fanbase willing to live the brand. <br> <br>How does a brand do this? Can something be learned from this feat, or is it just a unique and irreplicable genius of a maverick founder? <br> <br>Good news! The Silicon Valley fruit company is not the only one who mastered the art of cult branding. Muji, Nintendo, Tesla, Snow Peak, Red Bull, and others are also considered cult brands with a similar enthusiast fanbase. <br> <br>Three significant factors of cult brand success stand out across the board. <br> <br>Offer a Unique and Compelling Point of View (POV) <br>Cult brands offer more than products. They deliver a different but valuable lifestyle in their philosophical underpinning; they provide a unique POV on life. <br> <br>Take Muji. The fans of the iconic Japanese fashion brand are passionate about its products’ simple, minimalist aesthetic. Muji’s POV is subtractive: taking away visual clutter, simplifying life. The company’s obsession with serenity—from product design to store music—all cater to that. Muji offers, first and foremost, simplicity. Its products are only the carriers of that abstract good. <br> <br>Nintendo, too, offers seamlessness—seamless fun. While other gaming companies compete in the graphics department, Nintendo went a different route, focusing on gameplay and the connecting experience games offer. Instead of having the most photo-realistic games around town, Nintendo provides a board game feeling for the video console—a unique proposal. <br> <br> <br>Caption: Not afraid of pixels. Super Mario &amp; Co. always were about gameplay, not about their looks. <br>(Credit: Photo by Sahand Babali on Unsplash) <br>In short, every cult brand has a POV far beyond a product: Nintendo offers fun, Tesla the future, Snowpeak life in nature, and Red Bull extreme sports. <br> <br>Inspire Trust. <br>The best POV won’t help much if the company cannot also convince its core demographic to trust them. <br> <br>To use Muji again, consider how the brand sprawled into a flurry of new markets and its fans entrusted it with decisions like what fridge should stand in their kitchens, what trousers to wear, and even WHAT KIND OF HOUSES would suit them. <br> <br>Muji fans obsess even about the look, feel, flow, and grip of something as mundane as a pen (have a look at THIS BLOG, for example). But that’s the trick: Muji made sure its product choices were perfectly aligned with their POV, down to the detail. <br> <br> <br>Caption: The perfect pencil? Muji fans love it down to the (lead) core. <br>(Credits: Picture from Muji.com.) <br>Steve Jobs once famously POINTED OUT that it was precisely those choices that its customers paid them for making—partially inverting the logic that companies must follow the wishes of their customers. Instead, they must anticipate them, Jobs thought. <br> <br>He was right. Cult brands make rigorous choices for what they imagine their customers would want. If they get it right, that inspires trust and, in turn, creates fellowship. <br> <br>Keep Your Niche Defined but Porous <br>Lastly, the most successful cult brands leverage niche POVs that are small enough to keep a hard-core fanbase but easy to communicate to a larger audience. As a result, they have the potential to attract a much bigger group of customers who, although not from the core demographic, will benefit from the sub-culture the niche creates. <br> <br>Not every Red Bull drinker does extreme sports but being associated with it is something most of its customers wouldn’t mind. Likewise, not every Muji item goes to a serenity-obsessed minimalist, but the nimbus of the simple life is something any customer can enjoy. <br> <br>In other words, their subculture niche is porous. This allows for a dedicated “in group” without excluding average customers. While inside the fanbase, there is room for sub-cultures that keep the brand spirit alive and visible, the brand encourages the universalization of its POV. <br> <br>And the Leaders? <br>Naturally, there are other factors supporting cult brands. Charismatic leaders like Elon Musk or Donatella Versace serve as quasi-idols to inspire devout followership. 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Remote working is on the rise. <br> <br>The past decade has seen a dramatic shift in the way we work. Technology advancements have made it possible for more and more employees to work remotely; organizations are starting to take notice, which calls for a rise in remote working. <br> <br>Remote work has become more widespread in recent months. This is due to the many proven benefits of working remotely for the organization and the employees. Let&#039;s briefly examine what advantages exist. <br> <br>Your Employees Will Thank You: 10 Proven Benefits of Working Remotely. <br> <br>1. Higher Productivity <br>It&#039;s essential to provide employees with the right tools and resources to work effectively from home. To make productivity higher, you must improve trust and communication with the employees. Standardized feedback, instant messaging, video conferences, and telephone check-ins can help the factors that make the employees more efficient and responsible for boosting the productivity of a business. <br> <br>2. Better work-life balance <br>In our fast-paced, constantly-connected world, it&#039;s more important than ever to have an excellent work-life balance. And while there are plenty of challenges that come with working remotely, there are also many benefits. Not being tied to a specific location and schedule is the primary use that helps employees pull off the company&#039;s growth with a better work-life balance. <br> <br>3. Productivity <br>When employees are not tied to a specific location, they have more freedom and flexibility to finish their work. This can lead to higher productivity levels, as people can work around their schedules better. Additionally, working from home can help reduce distractions and promote a more focused and productive workforce. <br> <br>4. Timeliness <br>When employees work remotely, keeping track of deadlines and ensuring that tasks are completed on time can be challenging. Overburdened employees are likely to grow annoyed at their employers. In contrast, employers may grow irritated from not being able to provide people with all the work they need in a timely fashion. Organizations can do a few things to help improve the situation. First, they need to be clear about expectations – employees should know exactly what is expected of them and when it is due. Employees should have access to all the resources and information needed to work on projects successfully. <br> <br>5. Timeliness <br>There are some challenges in today&#039;s modern workforce that organizations need to consider when it comes to working remotely. Enabling the employees to exercise discretion and make decisions makes it possible to take care of challenges, such as ensuring that remote workers have the necessary tools and support, establishing indications and agendas of communication, and maintaining a well-defined team culture.

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