The Secrets of Developing a Cult Following

What do all these brands have in common? They’re more than regionally located; they are regionally loved.

Each of these brands is known for its dominance and high consumer sentiment scores within a particular geographic region. Even if they have expanded globally (like Dunkin’), they remain inextricably linked to a specific locale. This reflects our first insight about cult followings: Regionally specific brands are better able to inculcate loyalty among a dedicated (and geographically focused) customer base.

Online conversations can help us see this effect more clearly. The maps below show posts per capita about the aforementioned brands, revealing that each brand is discussed most heavily in the state and region where they started.

The fact that hometowns post about their local options more than the rest of the country isn’t surprising, but it is surprising to see just how dominant this trend is. Like local sports teams, regional brands elicit strong responses from their local fans. Far from hurting the brand’s perception, this local focus helps the brands build and maintain a strong following.

When comparing the national sentiment of the brand to the #1 city discussing the brand, we can see the hometown support for the brand and how it imbues the company with a central locus of support.

Distance makes the brand grow stronger

The revelation that regional brands have regional followings is only the first step in understanding how some brands create cult-like followings.

Indeed, the flip side is equally important: The best cult-brands elicit loyalty not just among their local customer base, but are actually able to have that positive perception seep into the larger, national conversation. Geographic scarcity, in other words, is as, or more, important to cult-brands than local dominance, as it creates desire for the brand to enter new markets.

We see the Wawa conversation trend in the United States, outside the brand’s home of influence shows how well the brand’s stellar reputation percolates from local cult following to nationally loved.

As Wawa grew, so did word of mouth marketing. Conversation in a sample of states outside the Mid-Atlantic region grew from under 100 monthly posts in 2010 to an average of 2,500 posts in 2018.

Knowing that there is desire for the brand’s growth shows that word gets out and the brand’s reputation builds, retaining that cult loyalty but expanding the brand’s area of influence.

Quality Over quantity

It’s not just about regionality and scarcity. The cult-brands we analyzed offer something that differentiates themselves from their competitors, beyond just their localized footprint. Wawa offers sandwiches that are higher quality than other convenience stores; In-N-Out has their famous shakes; Wegmans has been applauded for their chef-quality prepared foods; and New Englanders love Dunkin’ iced coffee and crullers.