Feb. 17, 2009 at 10:16am

A lesson from stained glass and crosses

Posted by Kacie McKinney in New Members, Strategic Communications, The Power of Creativity
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Martin Lindstrom wrote a great article in December’s Advertising Age “How Apple, Others Have Cultivated Religious Followings.”

He found that brand iconography activates the same region in the brain of brand fans as it does in devout Christians when they are exposed to faith-related triggers.

Brands such as Apple know how to activate these triggers. Driving around, it’s not uncommon to see an Apple sticker on back windows.

We don’t use window stickers to give the companies we support free advertising… We do it to show off our favorite brands to tell others about our lifestyle. It’s the same reason Travis Barker from Blink 182 wears a Cadillac tattoo  or why we respond to Subaru’s latest ad campaign to “Share the Love.”

A brand can be more than a brand… It can inspire, it can engage and it can create followers.

Lindstrom outlines components that make religion powerful and a brand engaging. Here are a few:

A clear vision
A vision should inspire and guide. Lindstrom uses Apple’s 1982 brand vision as an example: “Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them.” What does your vision inspire? We’re local? We’re more helpful? Not very inspiring… What sets you apart from the rest?

A sense of belonging
An aspect of religion is based on community. Gathering with people who share the same beliefs and values. Voting, acting on cooperative principles, sharing the credit union difference are all ways. What else? It could be as simple as allowing members to post feedback on a blog, having them vote on a new Web site or enticing them with online videos.

An enemy
Apple followers wouldn’t have anything to show if it weren’t for the PC’s competition. Is it banks? Is it making your credit union the PFI…We will leave that one up to you.

Sensory appeal
Jesse’s blog about sensory appeal explains it all. People need an atmosphere to associate with the brand. If you walk into a church, you know it’s a church. What makes your building a credit union (not just a financial institution)?

Storytelling
Every religion has stories that keep the religion alive for generations and spread the word to others.

From a media plan to public relations, a story can share the credit union difference and set yours apart from others.

Evangelism
People trust their friends and peers the most. Credit unions can create friends and build trust by involving word-of-mouth marketing, viral videos and just talking to members.

What else can your credit union do to gain involved members and followers?

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