All strong brands have a large following of people who are always waiting for the brand’s next move. These people will at the very least try anything the brand puts out.
Creating these followers has very little to do with your product itself. The followers come from an emotional bond that you are able to create with them. A level of trust, respect, and intrigue that your brand offers these people. They need your product because their lives are not the same without it. Your brand has become part of who they are. Your brand is like a family member to them — you may screw something up really bad but they love you so much that they still come back to you.
Creating followers is just like creating friends, you have to build a relationship and maintain it without out getting too boring.