This idea suggests building a support group or a community of patronizers around your product to create that feeling of “Being One” or “Belongingness” with the product. This comes from our need of belonging-ness to a community in order to feel satisfied and fulfilled. This works specially for newbies of the product who needed some kind of peer support when they need to understand some features or functions of the product. This also works for prospective customers who want to be connected, identified or to be “IN” a group related to the product he/she is interested in.
Example is the Apple cult where the customers patiently line up just to get the early releases of each new model. Each customer is also made to feel like part of the family of Apple product users.