Irrational Loyalty & The Alchemy of Cult Brands

By Matter Of Form.

Often luxury brands are viewed in contrast to cult brands. The latter seen as low-brow or mass appeal. But cult brands are characterised by fanatical followings; they garner irrational loyalty from their client base and nurture niche communities of seemingly diverse groups. Just like timeless luxury brands do. How? Matter Of Form unpacks the answers in their latest think piece.