Why We Join: The Deeper Truth Behind Cult Brands - cultbranding.com
If someone asked me to define a cult brand, I wouldn’t start with logos or marketing campaigns. I’d start with people. At its core, a cult brand isn’t just a company with loyal customers. It’s a brand that people join. In our research (Why We Join), we found that people align with brands the same way they join families, tribes, and communities. It’s not about the product alone; it’s about identity. When you wear Vans, drive a MINI, or crack open a can of Liquid Death, you’re signaling something about who you are and who you belong with. The Fork in the Road Regular brands succeed by being convenient, safe, and broadly acceptable. Think Camry, Marriott, or even Budweiser. If you swapped them out for an alternative, most customers wouldn’t notice. These brands thrive in the middle, sanding off edges to appeal to the largest number of people possible. Cult brands take the opposite path. They lean into the edges, not away from them. They speak to something deeper: a customer’s need for self-expression, meaning, and belonging. That’s why a MINI owner waves at another MINI on the road. That’s why Harley riders form lifelong bonds. That’s why Supreme drops […]
