簡介：◎ 什麼是 go the extra mile？ ◎「休閒運動風」的英語怎麼說？ ◎ 聖教品牌案例介紹

Cult Brand: Fostering a Devoted Following

Characterized by the devotion of their loyal fans, cult brands manage what few others can -- organic, long-lasting, sustainable growth. Brands like IKEA, Apple, Lululemon, and Harley Davidson go the extra mile and create a community based around the products and lifestyles they promote. Through word of mouth, the popularity of a cult brand slowly grows until it snowballs and the brand becomes iconic. So devoted are the communities around these brands that they will regularly camp for days on end to get the newest iPhone or be the first inside a newly inaugurated brand store.

培養死忠鐵粉的品牌秘密

以鐵粉忠誠度為特色的聖教品牌，得以達成少數品牌能做到的──內生、長期且持續的增長。如宜家家居、蘋果、露露檸檬與哈雷這些品牌，他們加倍努力，打造出以他們所推廣的產品與生活方式為基礎的團體。透過口耳相傳，聖教品牌的受歡迎度緩慢成長，直到如滾雪球般大的程度，而品牌也就變得具代表性。圍繞這些品牌的群體是如此的死忠，以致於他們常會一連露宿好幾天，為的是買到最新的 iPhone 或成為進入新開幕的品牌店面的第一人。