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Ignite Creativity and Innovation with The Cult Branding Company - cultbranding.com
Unlock the Creative Power Within Your Organization Through Our New Program: “The Cult Branding Approach to Creativity and Innovation” The world’s most beloved brands, Apple, Patagonia, Harley-Davidson, LEGO don’t just sell products. They continually reimagine themselves, fueling communities through creativity and innovation. At The Cult Branding Company, we’ve spent decades studying how these brands unleash imagination, transform culture, and create loyalty that lasts for life. Reflecting on this commitment, we’re proud to introduce The Cult Branding Approach to Creativity and Innovation, a dynamic, experiential program designed to help leaders operationalize creativity as a strategic advantage. Why Creativity and Innovation Matter In today’s volatile marketplace, creativity is not optional—it’s the lifeblood of relevance and resilience. Studies show creativity ranks among the most important skills for leaders, while innovation is consistently a top global priority. “Creativity is the engine that drives progress in every great brand,” says BJ Bueno, Founder of The Cult Branding Company. “In times of uncertainty, the organizations that ask better questions, spark imagination, and innovate with purpose are the ones that build unbreakable loyalty.” Our new program gives leaders a proven roadmap to harness creativity—not as random inspiration, but as a repeatable, cultural practice. What Awaits You Participants […]
Creativity in the Workplace - cultbranding.com
“Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.” — George Lois In Search of Creativity Albert Einstein said, “Imagination is more important than knowledge.” Imagination and the creative impulse have a way of alchemically transforming problems into new solutions and opportunities. No matter how ominous a problem appears to be, our innate creativity finds new doorways of infinite possibilities that allow us to tackle any challenge. Creativity is a powerful archetypal force that humans can access when we start to have fun with a problem. In James Webb Young’s advertising classic, A Technique for Producing Ideas, he calls upon the observation of the Italian sociologist Vilfredo Pareto: “An idea is nothing more nor less than a new combination of old elements.” Change something old into something new by creating new combinations that haven’t been used before. “The creation of something new is not accomplished by the intellect but by the play instinct acting from inner necessity. The creative mind plays with the objects it loves.” —Carl Jung We love great stories of amazing innovation. Remember the Japanese Olympic pole vaulter who climbed up the pole and then jumped over the bar? […]
Our Work With David Blaine - cultbranding.com
David Blaine’s magic blurs the lines between illusion, art, and experience. Over more than two decades, he has captivated audiences around the world with performances that defy belief and linger long after the final moment. But as his work expanded into digital platforms like iTunes and Netflix, the question became clear. How could his visual identity evolve to meet the expectations of a digital audience without losing the mystery, tension, and emotional weight that defines his brand? David Blaine turned to Cult Branding not just for updated artwork, but for a creative partner who could understand the essence of his brand and bring it to life in new ways. The goal was simple but ambitious. Refresh the artwork for all of his specials across major platforms, create a unified yet flexible visual identity, and ensure that each design felt like an authentic extension of his unique energy. We began by exploring what makes Blaine’s brand so powerful. His performances are rooted in stillness, silence, tension, wonder. There is a minimalist clarity that runs through all of his work. Audiences are drawn not only to the illusion, but to the emotional weight of each moment. Every stunt is a story. Every […]
Why Customer Belonging Is the Future of Brand Growth - cultbranding.com
CEOs today are under extraordinary pressure. Digital transformation is racing ahead, economic volatility has become the norm, and retaining top talent has never been harder. Traditional growth levers—bigger ad spends, deeper discounts, louder campaigns—no longer guarantee results. The real question leaders face is: How do you build sustainable growth when customers have more choices, higher expectations, and less patience than ever before? The Hidden Growth Driver Research shows that emotionally connected customers deliver 306% higher lifetime value than the average buyer. Customers who feel like they belong to your brand community don’t just purchase more often—they forgive mistakes, defend your reputation, and become your most powerful advocates. Why? Because belonging is not a marketing gimmick. It is a fundamental human need. Abraham Maslow placed it just after food, shelter, and safety in his hierarchy. We are hardwired to seek tribes, groups, and communities that affirm who we are. Brands that understand this—Apple, Harley-Davidson, Patagonia, LEGO—don’t just sell products. They create identity, rituals, and shared experiences. Their customers aren’t just buyers; they’re members. The CEO’s Opportunity The CEOs who embrace belonging unlock growth that competitors cannot touch. These examples prove that when brands give people a community to join, not just […]
The Digital Mindset: A Lesson from Tsedal Neeley - cultbranding.com
Tsedal Neeley is the Naylor Fitzhugh Professor of Business Administration and Chair of the MBA Program at Harvard Business School. She’s also a board director, bestselling author, and one of LinkedIn’s Top Voices on leadership and the future of work. Recently, she shared a simple but profound reminder: Everyone should develop at least 30% fluency in AI, data, and digital transformation. Not mastery. Not a PhD. Not coding fluency. Just 30%. Enough to know what AI can do. Enough to know what it cannot. That’s where it clicked. Because most leaders I meet want certainty. They want control. They want the whole playbook before they move. But the truth is—you don’t need the whole thing. You need just enough fluency to ask better questions, to see possibilities, to make smarter decisions. Neeley broke it down beautifully: Simple. Clear. Demanding. But here’s the line that stayed with me: Humans with AI will do better than humans without AI. It’s not us vs. the machines. It’s us with them. And that’s the deeper lesson. Because this isn’t just about technology. It’s about how we grow. Brands need the same fluency. But not in data or algorithms—in culture. In belonging. In human identity. […]
Why Brands Need Struggle - cultbranding.com
Carl Jung once said, “Man needs difficulties. They are necessary for health.” The same is true for brands. Yet many instinctively avoid difficulty. They shy away from conflict, from tough expectations, or from friction with customers. But here’s the paradox: the very struggles brands embrace are the ones that make them extraordinary. Brands that lean into difficulty don’t just survive—they grow stronger, more resilient, and more loved.And as an afterthought: this principle is just as true for people. Struggles in our own lives—the frustrations, the setbacks, the imperfections—are not obstacles to growth. They are growth.
Does Your Brand Look, Say, and Feel Right to Your Customer? - cultbranding.com
In the race for innovation, growth, and market share, many brands forget a simple truth: customers don’t fall in love with complexity—they fall in love with clarity. At the heart of every Cult Brand is a clear and consistent emotional experience. And one of the fastest ways to evaluate your brand’s connection with its customer is through three deceptively simple words: Look, Say, Feel. 🔍 Look: Does your visual identity tell a compelling story before you say a word? If your logo vanished, would customers still recognize you from your imagery, packaging, or website? What story is your storefront, homepage, or ad layout telling your Brand Lover? 🗣 Say: Are you speaking with your customer or at them? Look at your headlines, email subject lines, product descriptions—do they express a real point of view, or are they interchangeable with your competitors? Can your customer quote your brand back to you? 💓 Feel: What emotional signature does your brand leave behind? Are you designing your brand for utility or for resonance? How do your customers feel after interacting with you—and does your team know?Most executives focus on strategy and operations. But perception is the soil that trust and loyalty grow from. […]
Marvel's Multiverse of Loyalty - cultbranding.com
Marvel Studios may be facing theatrical turbulence, but its brand remains strong. While critics point to “superhero fatigue” and underperforming films, Marvel has never relied solely on its box office performance. The brand’s real power lies in how it connects with its most loyal fans—its Brand Lovers—across comics, animation, games, television, merchandise, and events. As outlined in the Cult Branding Workbook, true brand loyalty stems from meaningful relationships. Marvel continues to nurture these relationships across multiple channels, even when the spotlight dims on one. Comics and Games: Engines of Loyalty While moviegoers may hesitate, core fans are diving into Marvel’s newly rebooted Ultimate Universe, a fresh take on classic characters designed with reader feedback in mind. At the same time, the launch of Marvel Rivals, a multiplayer game with Twitch integrations and a $500,000 global tournament, shows Marvel’s investment in participatory brand experiences. Consumers want to be part of something different. These ecosystems reward speculation, identity, and shared rituals—hallmarks of Cult Brand behavior. Lessons for Brand Leaders Brands must manage three dimensions—offering, space, and time—to create compelling experiences. Marvel excels here, orchestrating comics, games, shows, and films as interconnected touchpoints. From comic shop visits to Twitch streams to streaming binge […]
Equity Supercharges Advertising - cultbranding.com
One of the clearest truths in marketing is also one of the easiest to forget: Brands with higher awareness get far greater return from the same media spend. This isn’t a vague theory—it’s been demonstrated across multiple platforms, from ecommerce marketplaces to TikTok. The effect is consistent and undeniable: That’s nearly three times the conversion power for the same level of investment. Why It Matters Advertising effectiveness in any given year is largely the result of cumulative investment in prior years. Equity is the multiplier. The more people know and trust your brand, the harder every marketing dollar works. This aligns with what Paul Dyson found in his analysis of advertising profitability: existing brand size is the single biggest driver of payback. Larger brands benefit because they already carry equity, distribution, and cultural presence. The insight here is critical: awareness is one lever marketers can intentionally grow. The Long Game The takeaway is simple: This is the same principle I highlighted in my post about TV: TV makes every other channel work harder. Awareness is the mechanism behind that lift. Build it, and your digital, social, and search spend all pull more weight. For brand leaders: Equity is not a […]
Why TV Still Wins - cultbranding.com
If you’re serious about growth, invest in TV. TV isn’t just another channel—it’s the stage where brands earn cultural relevance. When done right, it becomes more than advertising. It becomes a signal of trust, a story customers carry with them, and a catalyst for loyalty. TV Still Matters 1. It elevates your brand.TV builds perceived quality and pricing power. Customers assume what they see on TV is worth more. 2. It drives both now and later.From immediate sales spikes to long-term brand equity, TV works across timelines. 3. It imprints your brand into culture.Shared viewing creates shared meaning. TV transforms brands into part of the cultural conversation. 4. It grows market share with unmatched reach.Nothing scales your story faster or further. 5. It proves its worth.TV is measurable. From leads to conversions, its impact shows up in the numbers. The Multiplier Effect Here’s the part most brands underestimate: TV amplifies everything else. When you add TV to the mix, all your other channels work harder. TV isn’t just about reach—it’s about synergy. It supercharges your entire marketing ecosystem. The Cult Brand Perspective Cult Brands understand a timeless truth: the goal isn’t just awareness, it’s belonging. TV accelerates that belonging by […]
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 […]
Why Some Brands Earn Devotion, and Others Don’t - cultbranding.com
Every industry has its “safe bets.” The products and services that succeed by being reliable, consistent, and available. They’re the brands people don’t mind switching out for a cheaper alternative at the grocery store or at the car rental counter. But then there are the other kinds of brands. The ones that inspire loyalty bordering on obsession. Fans line up overnight, tattoo logos on their skin, or spend hours in online communities debating the latest release. Why do some brands reach cult status while others fade into background noise? It Starts With Identity, Not Product Cult brands don’t sell products; they sell belonging. When you buy a Rivian, you’re not just getting an electric vehicle; you’re signaling your commitment to sustainability and adventure. When you crack open a can of Liquid Death, you’re not just hydrating; you’re participating in a countercultural joke on consumerism itself. In The Cult Branding Workbook, we call these people Brand Lovers, customers who see themselves in the brand, who adopt it as part of their identity. They Dare to Be Different One of the Golden Rules of Cult Branding is Courage. Cult brands aren’t afraid to turn some people off in order to deeply connect […]
Why You Shouldn’t Build for People Who Don’t Care - cultbranding.com
If your brand disappeared tomorrow, would anyone really miss it? That’s the uncomfortable question most companies avoid. And yet, it’s the line that separates ordinary brands from Cult Brands. In The Cult Branding Workbook, we make a critical distinction: most products succeed by being reliable, accessible, and convenient. They’re designed for people who don’t care that much. Drive a Camry, stay at a Marriott, wear the sneakers that happened to be on sale. No strong feelings, no loyalty. Customers shrug, consume, and move on. Cult Brands play a very different game. They deliberately choose not to chase the center. Instead, they embrace the edges. MINI doesn’t sell to the driver who wants another “safe choice.” Liquid Death doesn’t market to people who just want “water in a bottle.” Supreme doesn’t cater to the shopper who’s happy with whatever hoodie is cheapest at the mall. This isn’t about price. It’s about passion. It’s about creating what we call Brand Lovers, the select group of people who invest time, attention, and identity in what you make. These are the customers who tattoo your logo on their bodies, who line up for hours, who defend your brand when it stumbles. They care deeply. […]
The Performance Gold Rush Is Over - cultbranding.com
For years, marketers chased leads as if more always meant better. But here’s the uncomfortable truth: more leads often equals less profit. Why? Because chasing volume usually drives costs up faster than revenues. At some point, you cross the break-even line. After that, every new lead costs more than it delivers. This is the trap of over-relying on performance marketing. The initial returns look fantastic, but over time, efficiency decays. You end up squeezing harder for diminishing gains. What breaks the cycle? Brand. When you invest in a brand, you change the slope of the curve. Instead of fighting diminishing returns, you lift the entire system. Costs stabilize. Revenues compound. Profitability sustains. The shift is subtle, and it’s not as “sexy” as a shiny dashboard of lead counts. But it’s smarter. Cult brands like Liquid Death, Patagonia, and Supreme know this and they don’t chase every click. They invest in identity, creativity, and community. That’s what makes every future sale cheaper, every campaign more effective, and every customer more loyal. The message is clear: the performance gold rush is over. The winners ahead will be the brands that find balance by blending data with creativity, performance with patience, and short-term […]
Why Creative Risk is the Lifeblood of Brand Building - cultbranding.com
I can’t think of a more special breed of people than creatives. Every time a creative pitches a bold campaign, challenges the status quo, or takes a big risk, they’re standing exposed in front of thousands of consumers, peers, shareholders, and competitors. And yet, they keep doing it. Thank goodness. Because if there’s one thing we all know, it’s this: playing it safe is the fastest route to irrelevance. In The Cult Branding Workbook, I call this the Golden Rule of Courage: cult brands are built by leaders and creatives who dare to be different, even when the world is skeptical. Liquid Death turned canned water into a counterculture icon. Glossier reimagined beauty by handing the microphone to its community. Supreme built a global following by embracing scarcity and audacity. None of them played it safe. That knot in your stomach before you launch something new?That nagging voice asking, “Have we gone too far?” Those aren’t warnings. They’re your creative compass pointing true north. Sure, you could settle for cookie-cutter campaigns and beige messaging. But where’s the magic in that? The most meaningful breakthroughs in branding come from someone raising their hand and saying, “What if?” even when their voice […]
Decision-Making at the Speed of Code - cultbranding.com
If you can model a principle, test it against history, and refine it, you’ve just taken your decision-making to another level. Suddenly, emotion stops hijacking the process. Bias gets sidelined. You get clarity. That’s the beauty of algorithms. They’re nothing more than precise instructions, like words, but in a language computers can execute. If you don’t speak this language, either learn it or keep someone close who does. Because whether you’re running a global enterprise or raising kids, fluency in the language of algorithms is about to rival fluency in English or Mandarin. Here’s the kicker: the same principle applies in brand building. In The Cult Branding Workbook, we teach leaders to “model” loyalty by understanding Brand Lovers and mapping their needs. That model becomes your algorithm for human connection, a decision framework that removes guesswork, prevents overreaction to fads, and compounds understanding over time. In short: Algorithms for machines. Brand models for humans. Both protect you from costly, emotional mistakes. Both are languages you can’t afford to ignore.
Lead Both Brands: Your Company’s and Your Own - cultbranding.com
If you’re in the CEO chair, you’re carrying two brands at once: your corporate brand and your personal one. And they’re inseparable. What you say, post, or endorse can strengthen trust or shake it overnight. Cult Branding teaches us the principle of Openness, be intentional and consistent with your values across both brands. Do this: Your personal presence should be an asset that amplifies trust in your company, not a risk that undermines it.
Your Culture Is Your Brand Delivery System - cultbranding.com
Your marketing can promise the moon, but if your people can’t deliver it, the brand breaks. Every CEO I’ve worked with who built a cult brand started by aligning culture with the brand promise. Salesforce’s Dreamforce is a masterclass; even the volunteers feel like part of the leadership team because they carry the same story. My recommendations: When employees live the promise, customers feel it instantly. That’s how you build loyalty from the inside out.
Get Your C-Suite Telling One Story - cultbranding.com
The customer doesn’t care about your org chart. They don’t separate the “marketing experience” from the “operations experience.” It’s all the brand experience. The most effective CEOs I know break down turf wars and get the C-suite aligned around a single narrative. Here’s how: When the C-suite is united, the marketplace feels the confidence — and customers respond.
Discovering Your Brand Lover: The Shortcut to Loyalty, Clarity, and Growth - cultbranding.com
Many brands chase growth by casting the widest possible net. More impressions. More clicks. More eyeballs. But in the race for reach, they often miss the people who matter most—their Brand Lovers. From The Cult Branding Workbook: “The sole purpose of business is to create a customer.” But not just any customer—a customer who loves you. Who Is a Brand Lover? Your Brand Lover is your most passionate customer.They buy more often.They stay longer.They forgive your mistakes.And most importantly, they tell others. They don’t need to be convinced—they’re already convinced. Their enthusiasm turns them into unpaid marketers, internal motivators, and walking billboards. They’re not just customers. They’re your community. And yet, most businesses overlook them in favor of “target markets” and generic personas. They trade resonance for reach. Why Brand Lovers Matter More Than Market Share When you discover your Brand Lover, everything gets easier: You stop trying to be everything to everyone—and start becoming essential to someone. Ulta Knows Their Brand Lover Take Ulta Beauty. They don’t chase every beauty trend. They know their Brand Lover is diverse, exploratory, and values both play and practicality. Ulta has built a business that welcomes beauty lovers at every stage—teen experimenters, working […]
3 Strategies for When You Feel Life Has Lost Meaning - cultbranding.com
Reclaim the Inner ChildPlay. Create. Touch the parts of you untouched by judgment. Life becomes dull when you abandon the one who still dreams. Pick up a brush, a journal, a guitar, anything that brings wonder back to your fingertips. Confront the ShadowDon’t look away. Turn inward. Face the parts of you you’d rather ignore. The sadness, the boredom, the anger. Invite them in. Let them speak. In the dark lies the key to meaning. You are not whole without your shadow. Choose BecomingYou are not a fixed self. You are a process. Movement. Potential. Viktor Frankl said meaning is something we make, not something we find. So make it. Choose the next right thing. Help someone. Build something. Love fiercely. Meaning isn’t given. It’s forged. In play. In shadow. In becoming.
It’s All in the Recovery: Branding Lessons from Billy Joel - cultbranding.com
“I once asked a truly great chef how he got to be so good. He said, ‘It’s all in the recovery. How you correct your mistakes.’”—Billy Joel, And So It Goes There’s a quiet brilliance in that quote from Billy Joel’s new documentary. It’s not about perfection, it’s about resilience. About owning the moment after the moment goes wrong. For great chefs, artists, and yes, great brands, what separates the average from the exceptional is how they respond when things don’t go as planned. In the Cult Branding Workbook, we discuss the critical difference between brands people like and those they love. That difference often reveals itself in how a brand recovers, how it listens, how it adjusts, and how it honors the relationship with its most loyal customers. Mistakes Are Human. Recovery Is Emotional All brands make mistakes. A product flop. A tone-deaf campaign. A change that alienates your best customers. It’s easy to freeze, deflect, or overcorrect in those moments. But Cult Brands lean into the opportunity instead. Why? Because recovery is one of the most intimate acts a brand can perform. It says, “We see you. We hear you. You matter.” Netflix has misfired on pricing and […]
Make AI About Humans, Not Just Data - cultbranding.com
AI is everywhere in the CEO conversation. The mistake I see? Treating AI like a cost-cutting tool rather than a connection-deepening tool. The cult brands don’t bolt technology onto an old culture; they integrate it to make the customer feel known and valued. Top brands used data to understand riding habits, not just inventory needs. That’s how you create loyalty at scale. Three moves I recommend: AI is only as valuable as the emotional connection it amplifies.
Stop Letting the Quarter Dictate Your Brand’s Future - cultbranding.com
If you’re a CEO, you already know the quarterly game can trap you. I’ve watched too many leaders mortgage their brand’s long-term equity to please the market in the short term. That’s a slow path to irrelevance. Brands that last, such as Apple and Patagonia, resist that pull. They know the real power is in earning customers for life, not just for this quarter. Here’s my advice: If you keep sacrificing loyalty for quick wins, you’re training the market to treat you as a commodity. Shift the focus, and you’ll find your short-term numbers actually get stronger.
The Loyalty Multiplier: Why Openness Builds Unshakable Brands - cultbranding.com
Most companies chase the “ideal customer.” They build entire campaigns around demographic precision, age ranges, income brackets, and buyer personas. But Cult Brands do the opposite. They don’t narrow their audience.They open their arms. The Cult Branding Rule of Openness is simple: Cult Brands are radically inclusive. They don’t build walls. They build invitations. Openness Isn’t Just Nice, It’s Strategic According to the Cult Branding Workbook, “Cult Brands don’t discriminate. They openly embrace anyone who is interested in their companies.” This isn’t about political correctness or inclusivity for its own sake. It’s about understanding a deeper truth: people don’t want to feel like customers—they want to feel like they belong. Openness taps into three of Maslow’s most powerful human needs: When brands meet those needs, they move from being a product in someone’s cart to a part of someone’s identity. Let’s take a look at two brands that embody this. Costco: One Price. One Club. Everyone’s Welcome. Costco doesn’t care what you drive, where you live, or what your job title is. The warehouse is the great equalizer. You pay your annual fee, and you’re in. You push the same oversized cart, stand in the same sample lines, and get […]
Great Leadership Starts With Clarity of Purpose - cultbranding.com
In Cult Brands, leadership isn’t just about strategy, operations, or profit. It’s about creating clarity, especially when it comes to the customer. As the Cult Branding Workbook puts it: “Each team member must clearly understand how he or she contributes to the customer’s experience.” This one sentence captures what most organizations miss: Great brands aren’t built by marketing. They’re built by people who know why they matter. The Invisible Work That Shapes Loyalty It’s easy to focus on the flashy aspects, such as campaigns, launches, and events. But your customer’s experience is shaped by countless unseen moments: Those moments don’t belong to the CMO. They belong to the entire team. Leadership That Connects the Dots Great leadership means helping every employee connect their daily work to the customer’s emotional journey. It means: At Publix, every associate, from the deli counter to the loading dock, understands they’re part of something bigger. “Where shopping is a pleasure” isn’t a slogan; it’s a shared mission. Leadership reinforces this not through speeches, but through systems that train, trust, and reward customer-focused behavior. Brands Customers Love Start With Teams That Care If your team doesn’t feel connected to the customer, the customer won’t feel connected […]
Brand–Culture Alignment: Delivering on the Promise from the Inside Out - cultbranding.com
“Are we delivering on our brand promise at every customer touchpoint—from the inside out?” This is the question smart CEOs are asking. Because no matter how inspiring your brand story is, how slick your campaigns are, or how bold your customer promise may sound—it all breaks down if your internal culture doesn’t live it. Let’s be blunt: Customers don’t experience your mission statement. They experience your people.And if those people aren’t aligned, inspired, and empowered, the brand promise will always ring hollow. So what does it take to build real alignment between brand and culture? Understand That Culture Is the Brand Delivery System The Cult Branding Workbook makes this clear: A brand is not just a message—it’s a co-authored experience. You set the intention. The customer defines the meaning. But that intention? It lives or dies inside your organization. Brand ≠ Marketing.Brand = Culture in Action. If your front-line team doesn’t know your Brand Lover—or worse, doesn’t care—you don’t have a cult brand. You have a broken promise. Identify the Internal Misalignments Early Many CEOs sense the drift: This is what we call internal brand leakage. To fix it, the Cult Branding Workbook recommends a “Sell-In” process:Before you launch the […]
Fast Growth or Lasting Brand? Why CEOs Must Refuse to Choose - cultbranding.com
“How do we grow fast and build a brand that lasts?” This is one of the most important questions modern CEOs face. Every quarter brings new revenue targets, performance dashboards, and boardroom pressures to deliver now. Yet, every brand that truly matters—Nike, Apple, Patagonia, Trader Joe’s—was built on a foundation of long-term thinking. So how do you balance the urgent with the enduring? The answer isn’t either/or. It’s learning how to win short-term battles without losing the long-term war The Pitfall: Performance Marketing Without a Soul In the age of ROAS, CAC, LTV, and A/B testing, it’s easy to lose sight of something critical: Your brand is not your campaign. It’s your reputation in motion. Many companies fall into the trap of tactical marketing: This short-termism creates brands that may convert today—but disappear tomorrow. Cult Brands think differently. They understand that emotional loyalty compounds. Each meaningful moment builds equity that no competitor can copy and no price cut can steal. Brand is the Only Moat That Gets Stronger Over Time When you invest in brand, you’re investing in: In short, brand is your business’s gravity. It pulls people in and keeps them close. But like gravity, it’s invisible—until you don’t […]
Differentiation in a Saturated Market: How Cult Brands Win Where Others Fade - cultbranding.com
In today’s noisy, choice-rich economy, CEOs are losing sleep over one pressing concern: “Why should anyone choose us over the competition—and stay with us?” With price wars, mature categories, and advertising overload, simply having a “better product” isn’t enough. Consumers aren’t just buying features anymore. They’re buying meaning, connection, and identity. So how do some brands not only stand out but rise above the noise to become irreplaceable? They don’t just differentiate—they transform into Cult Brands. Let’s explore how. From Demographics to Devotion: Discover Your Brand Lover Most brands define their audience by segments and personas. Cult Brands go deeper. They seek out their Brand Lover—that irrationally loyal customer who would never dream of switching. In the Cult Branding Workbook, we ask: Brands like Harley-Davidson or Apple don’t win because they appeal to everyone. They win because they obsess over serving their most passionate customers better than anyone else ever could. This is your first step in building meaningful differentiation: 🎯 Don’t target—serve with intensity. Fulfill Higher Human Needs, Not Just Market Demand Differentiation doesn’t live in product specs. It lives in the hearts of customers. Using Abraham Maslow’s Hierarchy of Needs (a central idea in the workbook), we see […]
Where Are You Now? Why This Simple Question Drives Great Brands - cultbranding.com
In the rush to scale, innovate, and stay ahead, most CEOs focus on what’s next. But real growth doesn’t start with the future—it starts with the truth. Where are you now? This question is simple, but it’s often the most overlooked. And yet, it’s where we always begin when building Cult Brands. It’s not just about your financials or your place on the org chart. It’s about how your customers see you, how your employees experience you, and how your culture is living your brand values today—not years ago. The Four Truths of Brand Reality To understand where you are now, you need to examine: These truths don’t come from dashboards alone. They come from conversations—with your people, your Brand Lovers, and your critics. Why This Question Matters Now We’ve seen brands launch impressive campaigns, only to realize they didn’t reflect who they really were, or what their customers cared about. That’s what happens when a business skips this foundational step. You can’t tell a powerful story if you don’t know where it begins. The Cost of Misalignment Assuming you “already know” your brand reality is risky. Cultures drift. Customer needs evolve. And what worked five years ago may be […]
Why The Power of Cult Branding Still Matters (Maybe More Than Ever) - cultbranding.com
👋 Hey friends, it’s BJ Bueno here. First off—welcome to all the new readers joining our Cult Branding community! I’m really glad you’re here. Every once in a while, I like to take it back to where this whole journey started for me: my first book, The Power of Cult Branding. It’s wild to think it’s been over 20 years since this book came out. And yet, the ideas inside are still helping brands (big and small) turn customers into passionate, loyal fans. So if you’re new to the concept of “cult branding” or just wondering what all the fuss is about, this post is for you. So… what IS The Power of Cult Branding? Great question. This book started with a simple question:Why do some customers tattoo brand logos on their bodies… while others barely remember where they shopped last week? The answer?It’s not about price. Or convenience. Or even product quality. It’s about belonging.It’s about identity.It’s about how a brand makes people feel—about themselves, their values, and their community. The Power of Cult Branding is a deep dive into what makes brands like Harley-Davidson, Apple, Vans, and Oprah more than just businesses. They’re movements. They’re tribes. They’re part […]
Putting Customers First (No, Really) - cultbranding.com
Over the years, I’ve written a lot about customer loyalty, brand love, and building communities. But if I had to sum up the heart of it all in two words, it would be this: 👉 Customers First That’s why I wrote my third book with exactly that title. Because while a lot of companies say they put customers first, very few actually do it in a meaningful, consistent, soul-level kind of way. This book is about what it really takes to lead with customers at the center of everything—and the extraordinary results that follow when you do. What Customers First Is Really About Let’s be honest: “customers first” sounds like a slogan. It’s been printed on walls, websites, and team t-shirts. But the truth is—putting customers first isn’t a phrase. It’s a philosophy.It’s a culture. A mindset. A daily discipline. This book helps leaders break through the lip service and build organizations that truly prioritize people—their needs, their emotions, their experiences, their dreams. It’s not about being perfect. It’s about being real.And it’s about building trust at every touchpoint. What You’ll Learn in Customers First ✅ How to identify your Brand Lovers and what they really want✅ Why customer-centric thinking […]
Why We Talk: The Secret Behind Word-of-Mouth (and How to Earn It) - cultbranding.com
👋 Hey Cult Branding fam—it’s BJ Bueno again. Today, I want to talk about something we all know is powerful… but rarely understand deeply: word-of-mouth. Why do some brands get talked about constantly—while others get ignored? That’s the question I set out to answer in my second book: Why We Talk: The Truth Behind Word-of-Mouth. If you’ve ever wondered how to get your customers to spread the word naturally, without begging or bribing—this one’s for you. The Big Idea Behind Why We Talk When I wrote Why We Talk, I wasn’t just thinking about marketing—I was thinking about human nature. We’re wired to talk.We’re wired to share stories.And we’re wired to connect with people through the things we love. The brands we talk about aren’t just “cool.” They’re emotionally meaningful. They help us say something about who we are. They give us stories to tell. They make us feel smart, special, inspired—or even part of something bigger. That’s what fuels real word-of-mouth. Not gimmicks. Not giveaways.Just real emotional value. What You’ll Learn in Why We Talk This book takes you deep into the psychology of sharing—why people pass things along, what gets remembered, and how your brand can become something […]
The Schwab Strategy: How to Build a Brand People Actually Trust - cultbranding.com
In a world full of noise, hype, and marketing gimmicks, there’s something undeniably refreshing about a brand that just keeps showing up, doing what it says, and earning people’s trust year after year. Charles Schwab is one of those rare brands. In 2025, Schwab took home the title of #1 Overall Broker from StockBrokers.com. It’s not their first time in the spotlight—far from it. They’ve been recognized by Investor’s Business Daily as a Best Online Broker for twelve consecutive years, and were recently ranked #1 Most Trusted Bank as well. These aren’t just trophies to hang on the wall—they’re signals that Schwab is doing something right, not just as a brokerage, but as a brand. And that’s where the real lesson lies. If you’re leading a business today, Schwab offers a clear example of how to build a brand that doesn’t just perform—it endures. It starts with something we often talk about but rarely execute well: trust. Trust, it turns out, is the real differentiator in modern business. When Schwab is called the most trusted bank, that’s not just a compliment. That’s a moat. It protects their business and gives customers a reason to stay—even when competitors try to undercut […]
GE’s Timeless Logo - cultbranding.com
Despite transforming from a maker of light bulbs and appliances into a modern leader in aerospace, healthcare, and energy, General Electric (GE) has held onto one powerful visual constant: its iconic logo. The GE monogram—a flowing script “GE” encircled by decorative swirls—was first trademarked in 1900. Since then, while the company has diversified, the logo has barely changed. Aside from slight updates in color (notably shifting to a softer blue in 2004) and line thickness, the core design has remained intact. That wasn’t an accident. It was a strategy. Consistency as a Strategic Asset The GE logo has long stood for innovation and reliability. A 1923 ad described it as “the initials of a friend.” By using the same mark across products ranging from light bulbs to jet engines, GE unified its offerings and built brand equity that crossed categories. Customers didn’t need to understand the product—they trusted the emblem. This consistency worked as a unifying thread across a sprawling business. Instead of fragmenting its identity as it entered new markets, GE used its logo to say: “This is all part of one trusted story.” In branding terms, the monogram became shorthand for quality, progress, and American ingenuity. The decision […]
52 Things You Can Learn From My Books (Hi, I'm BJ!) - cultbranding.com
Hi there—it’s me, BJ Bueno 👋 If you’re new here—welcome! We’ve had a lot of new subscribers recently, and I just wanted to take a moment to say hello and introduce myself. I’m the founder of The Cult Branding Company and the author of a few books you might’ve heard of (The Power of Cult Branding, Why We Talk, Customers First, and The Cult Branding Workbook). For over two decades, I’ve worked with some incredible brands—Wellings, Coca-Cola, Vans, Apple, you name it—to help them build deep emotional bonds with the customers who love them most. If you’re here, you probably care about building more than just a brand—you want to build a brand that matters. That people talk about. A brand people want to join. So to help you get started (or re-inspired), I’ve pulled together a quick, fun list of 52 bite-sized takeaways from my books. Think of them as weekly nudges, one for every week of the year. Let’s dive in 🧠🔥 52 Cult Branding Truths You Can Actually Use Let’s Work Together (Or Just Say Hi!) If this list speaks to you, and you’re ready to take your brand—and your customer connection—to the next level, we should […]
🔥 What 4,700 Top YouTube Ads Reveal About Brand Loyalty, Culture, and the Future of Storytelling - cultbranding.com
At Cult Branding, we don’t chase trends—we decode human behavior. We seek out how people really connect with brands—how they form communities, foster shared identity, and create meaning. So when Google used AI to analyze over 4,700 of YouTube’s top-performing ads, I paid close attention. Their findings reinforce what we’ve been saying for two decades: the future of marketing belongs to brands that empower storytelling, forge emotional resonance, and meet people inside their lived culture. Here are the three biggest takeaways — and how you can apply them to build a cult brand in the age of digital noise. Tell Multiformat, Human-Centered Stories In a fragmented media landscape, format no longer defines value—emotional resonance does. Volvo didn’t just launch its new EX90 electric vehicle—they gave it a soul. First, a four-minute cinematic story made the car the protagonist. Then, the car told its own version in a 60-second spot. They followed with a 15-second audio-first piece to glue it all together. The result?📈 +250% search lift❤️ +95% brand consideration💰 $80 million in earned media This is not just ad optimization—it’s emotional architecture. Brands like Apple, Starbucks, and Activision joined Volvo in using multiple narrative formats to reach audiences where they […]
What YouTube’s 20-Year Journey Tells Us About the Future of Branding - cultbranding.com
This past June, YouTube CEO Neal Mohan stood onstage at Cannes Lions and reminded us that a revolution in storytelling has already happened—we’re living in it. And if you’re a marketing leader, the implications are massive. “Today, YouTube is the epicenter of culture. Not forgettable fads, but culture with a capital C,” Mohan said. I’ve spent over two decades helping brands like Apple, Disney, and Coca-Cola build enduring relationships with their customers. And I can tell you—what’s unfolding on YouTube isn’t just about video. It’s about how culture is now co-created, community-powered, and increasingly creator-led. Let’s talk about what this means for you and your brand. Creators Are the New Studios. The New Agencies. The New Brands. Remember when iJustine filmed unboxings in her bedroom? Today, French creator Inoxtag is premiering Everest documentaries in cinemas and pulling 17 million views in under 48 hours—on YouTube. “Creators are the startups of Hollywood,” Mohan declared. He’s right. These creators are building teams of screenwriters, producers, animators, and editors. They’re not just personal brands; they’re cultural engines. So, what if you stopped thinking of creators as “influencers” and started seeing them as your collaborators—your co-architects of emotional relevance? Community is the New Loyalty […]
It’s Not Just What You Say—It’s Where You Say It - cultbranding.com
Most brands see media strategy as logistics: channels, CPMs, impressions.But the media isn’t just a delivery system—it’s a declaration. Your media choices tell your customers who you are and what you value. Every placement, every partnership, every format sends a message—whether you intend it or not. And when the media misaligns with your brand’s soul, your message gets lost—or worse, mistrusted. Media Is Message, Not Just Medium It’s not just what you say. It’s where you say it. Would you launch a campaign about inclusion and community by buying aggressive pop-up ads on a clickbait site? Probably not. But brands make subtle versions of this mistake all the time—showing up in places that don’t match their values, audience mindset, or intended tone. When media placement doesn’t reflect your beliefs, your customers can feel it—even if they can’t quite articulate what’s off. A Hypothetical Misstep: What If Walmart Got It Wrong? To see how this plays out, let’s imagine a version of a real campaign—but with the wrong media strategy. Earlier this year, Walmart partnered with Megan Thee Stallion to launch her Hot Girl Summer swimwear collection—designed to empower women of all shapes and sizes with bold, inclusive style. Now imagine […]
How to Create Brand Evangelists - cultbranding.com
Every brand wants loyal customers. But loyalty alone isn’t enough to spark real growth. The brands that thrive—the ones that become movements—do something more: they create evangelists. These are the customers who don’t just buy—they believe. They advocate. They bring others along for the ride. How do you turn everyday customers into passionate brand evangelists? It doesn’t happen by accident. It starts with intention. Here’s how to build the kind of brand people can’t stop talking about: 1. Know Your Brand Lovers Identify the customers who light up when they engage with your brand. Learn what makes them tick. 2. Build Around Their Values Align your actions and messaging with what matters to them. Show them you understand who they are. 3. Empower Their Voice Give loyal fans platforms to share their stories. Celebrate them, not just your products. 4. Create Rituals, Not Just Offers Loyalty isn’t built on points. It’s built on moments that feel meaningful and repeatable. 5. Lead with Empathy, Not Algorithms Data helps scale. But empathy creates connection. Your team’s genuine care is your brand’s greatest asset. Every anonymous customer is a potential evangelist—but only if you treat them like more than a number. Are you […]