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10 Cult Brands of 2012

Fans of these brands exemplify consumer loyalty


For many consumers today, brand loyalty often takes a backseat to price and convenience. But some brands transcend tight budgets and time constraints.

Business Insider compiled a list of 16 brands that have “fanatical cult followings.” Here’s a look at 10 that really connect with fans.


After driving through bumper-to-bumper traffic for about an hour last Saturday afternoon to reach an IKEA, I identify with others who love this brand. The fact that I spent about four hours assembling a bed (and that I have another bed and a couch to put together in the near future) doesn’t even begin to pull at the happy feeling that washed over me when I skipped into the IKEA last week. Sad? Maybe, but at least I’m not alone. Millions love the Swedish furniture and home-organization giant that’s trendy, practical and environmentally conscious.

Volkswagen Beetle

The Volkswagen (PINK:VLKAY) Beetle is perhaps the cutest, punchiest car on the planet. But just because a lot of women think it’s adorable, doesn’t mean that it doesn’t attract male drivers as well. The beloved bug carries a hipness that spans multiple generations and demographics. The Beetle has appeared in many movies, inspired a few road-trip games and was even mentioned in a few songs.


I’ll never forget the somewhat trivial but nonetheless life-changing advice a friend gave me when I was a relatively new (and very tired) mom: “Take a shower every morning and invest in some high-quality workout clothes. You’ll feel great, always look cute, and might even be inspired to go to the gym more often.” Her favorite brand? Lululemon (NASDAQ:LULU).  For many Lululemon fans, the brand is about more than fashion, it’s a lifestyle.


Zappos, which has been acquired by Amazon (NASDAQ:AMZN), is celebrated for its over-the-top customer service practices and never-ending (at least it appears that way) inventory. The online shoe and accessory sensation, which was founded in 1999, carries the motto “delivering happiness.”


Surge, the soda once made by Coca-Cola (NYSE:KO), was discontinued 10 years ago. That’s right. Surge is off the shelves. But that doesn’t mean its diehard fans have given up hope of its return. There’s even a Facebook (NASDAQ:FB) page called “The Surge Movement: Dedicating to saving your favorite citrus soda.”


Yuengling may mean “young man,” but the Pennsylvania-brewed beer is loved by both male and female Gen-Xers, baby boomers and Millennials. The brew has such a cult following that when it first appears in new markets, it draws a major crowd and media attention.

Dos Equis

Here’s another beer with a growing cult following. Dos Equis, which is owned by Heineken (PINK:HINKY), created an iconic spokesman — The Most Interesting Man In The World. He’s sort of like the Sean Connery of the beer world. The ad campaign worked, and the brew has quite the following.


Harley-Davidson (NYSE:HOG) has been around since the turn of the 20th century. It was only one of two motorcycle companies to survive the Great Depression and has amassed a dedicated following. And Harley fans don’t just ride the legendary bike. They proudly wear Harley-branded clothing and buy numerous collector’s merchandise.

Trader Joe’s

Trader Joe’s may only be found in nine states, but the quirky and environmentally savvy grocery chain is adored for stocking its shelves with high-quality, low-priced items. There’s even a cookbook based on the store. The grocery chain began as Trader Joe in the 1950s.

Mazda Miata

Like the Volkswagen Beetle, the Mazda Miata is a little car with a big following. The two-door sporty convertible is fast and stylish. It’s also one of those cars that almost anyone under six-foot-tall looks great driving.

Head on over to Business Insider glean more insights and see all the brands on its list of  16 Brands That Have Fanatical Cult Followings.

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