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Certain brands have that power to connect their customers with each other. They feel something in common with another at a subconscious level or they are brought together through community groups created by a brand. Customers feel connected to either the product or the brand.

Connecting with the product

If the connection is with the product then the specific qualities of that product are the most important factor to that person. They are connected more with the actual product than the brand. Since the user is attached purely to the product and not with the community of users, these customers are likely to have no brand loyalty and are likely to switch brands if they offer a product with better features.

Connecting with the brand

Some customers connect with the brand through a sense of community, engaging with like-minded people through social networking sites such as Facebook and blogs. This is a loose connection to the brand because if there is another new social networking site that enters the market with new functionality, they are likely to change sites and loose the connection with the brand. For instance Friendster first became popular then Facebook took over and now Twitter is gaining popularity.

Brands with a cult following

Brands that have cult appeal create the strongest connections with their customers. They create a community with a cult-like following who have a strong loyalty because of their passion for the brand’s unique qualities, how it fits into their lifestyle and represents their beliefs or style. They usually live, eat, breathe the brand and often act like evangelists for the brand.

Followers of cult brands may be passionate about the brand but equally there will be people who strongly dislike the brand as well. Cult brands usually have very polar views which can be a great strength but also a risk as well.

The most favourable brand connection

The safest connection with a brand is when the consumers are passionate and loyal but they connect with the community in a much more subtle way. They will quietly acknowledge other users of the brand and it’s more of a feeling of like-mindedness when they see or talk to someone that is as passionate as them… a feeling that they can relate based on their mutual appeal and enthusiasm of the same brand. Unlike the cult brands, these do not attract the same negative reaction for the community.
 

For example,  Apple users are strongly connected with the brand. They are loyal and passionate about the qualities Apple offers. They trust the experience the brand has to offer over their range of products and services. This connection is due to the quality, detail, design, innovation and technology of their products.