Leverage this Psychological Phenomenon in your Products to create cult-like loyalty (tattoos)

If your brand can do THIS for your people, you'll win over the next few years.

Erich Fromm was a German social psychologist and philosopher in the mid 1900's who believed that human beings possess both biological & social needs, and that their well-being depends on the balance between these two dimensions...

He spent a lot of time studying this shit.
He walked so marketers like us could run...💨

A big part of his 'methodology' was that humans need a "frame of orientation" in their life to not feel like lost little puppies.🧭

Religions used to do this for us...
Believe this.
This is right and this is wrong.
Do this.
Definitely do not do that.

But these days most of us are lost little pups.

So we take this into every brand we build.
If we can give people a frame of orientation, they will fulfill this existential need, have more meaning and belonging in their life, and then we get lifetime sales.

We took the elements needed to create a frame of orientation and then to make it easier to digest, put it through the lens of "surfing" because we are sitting here writing this in Sayulita Mexico surrounded by surfers, surf culture and surf clubs.

So follow along with your own brand in mind:

1️⃣ IDENTITY:
A "surfer" is an identity.
And it already has psychological seduction built into it.
Surfers have thick salty hair, tight asses and a laid back go with the flow sense of style.
I'll take some of that.

2️⃣ VALUES & BELIEFS- a set of guiding principles.
How you make decisions as a surfer would change your lifestyle...
waking up early for a sunrise surf...
cleaning up the beach from plastic to protect the ocean...
destinations to vacation to..

3️⃣ GOALS:
There's a natural sense of goal setting and hierarchy in surfing.
From learning to stand up, to riding the wave, to catching bigger waves, to using smaller boards, to entering surf comps etc.

4️⃣ SOCIAL:
The social scene for surfers are alive and well.
You can't walk more than a block in Sayulita without seeing a surf club, a surf bar, surfers drinking a beer, etc.

5️⃣ KNOWLEDGE:
Knowing the rules of entering the waters, where to swim out as to not cock block someone riding their wave, where the rocks are...
Even the knowledge of using your balance, using your body, how the tide works, etc.
There's a whole metaphorical rule book for this shit.

6️⃣ EMOTION:
In a world trying to escape the stresses and mundaness of working life... surfing gives you the escape your looking for.
Feel the heartbeat of the ocean take away all stress.
Mix that with the euphoria of riding a wave.
And godammmn you feel ready for anything after.

7️⃣ ADAPTABILITY:
There's an inherent sense of adaptability with surfing.
The patience of waiting for a wave.
Being adaptable to the surf conditions.
Going with the flowwww of where the wave takes you and hope to not eat shit on a rock.

If you can bring all 7 elements into your brand...
You will have your own cult brand.
You can build a customer cult.
Activate to view larger image,