Social groups are often formed around common subjects or content, but much less frequently do the latter remain the defining characteristics of those same groups.
What do I mean? To get to the point, I am referring to the problem of identification: I believe that although identification with a group is initially inseparable from agreement with its formative tenets, and the two may always remain tied to some extent, there will probably come a point where identification with the outward image of the group becomes the members' main connection to it.
Indeed, we see this very often in history and in daily life. While a nation may have been founded on principles of liberty, for example, its citizens eventually become patriots first and defenders of liberty second. And national identity, in particular, rests very heavily on the nation's outward image—on names and symbols, including flags, pledges, anthems and various other markers of identity.
Such markers of identity, which collectively form the outward image of the group, become a checklist for identification. We become concerned with questions such as "How American are you?" or "How Christian are you?" without simultaneously contemplating what those identities really entail, or might have entailed before they became nigh empty shells.
This problem is what has allowed the corruption of social groups. It is what allowed corporations to successfully court counter-culture groups such as the hippies and the hipsters, for instance, as their identity markers turned towards the domains of lifestyle and fashion. Sometimes it has even allowed groups to do an about-face and turn against everything they had stood for without loss of identity and credibility. Just look at many revolutionary governments in history, or the changing economic doctrines of Communist China.
I think the chief cause of it lies in the need for the human brain to be able to recognise easily. An evolutionary scientist might say that this has its roots in our ancestors' need to quickly recognise predators and prey. We need to recognise easily and therefore our brain takes shortcuts. We pick out certain convenient markers and associate them with the corresponding things.
On the other hand, remembering the actual content behind a group's identity requires us to remember lists or arguments that often don't come readily to mind. This unwieldy information is stored somewhere in our brain and has to be found again. Compare this to the quick and easy identification offered by markers; it's no surprise that our brains favour the latter.
Nowhere is the problem of identification better exemplified than in the world of politics. The existence of party whips in 'free' countries (a relatively benign force for party discipline), which maintain the loyalty of party members, point to a common culture that prioritises identity (i.e. in accordance with its markers) over substance. It might be worth noting that it would be unreasonable to presume instead that the whip is the constant defender of the party's tenets, as it is answerable to the ever-changing leadership.
Even without such formal enforcement, the very act of adopting a certain political label often necessitates conformity in order to be accepted and recognised within the group. So it is with other kinds of social groups.
And, in case I have not stressed this enough, for most people conformity is measured by one's adherence to the markers of identity.
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