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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.
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.
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 […]
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.
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 […]
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 […]
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 […]
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 […]
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 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 […]
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 […]
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 […]
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 […]
From Anonymous to Iconic: How to Turn Customers into Brand Evangelists - cultbranding.com
Most brands spend millions chasing loyalty. But the deepest form of loyalty—evangelism—isn’t bought. It’s earned. Cult Brands don’t just attract customers. They create believers. These brands build emotional bonds so strong that customers don’t just return—they recruit others, defend the brand, and incorporate it into their identity. A Story Worth Believing In: Mr. Steve and Chick-fil-A Take Chick-fil-A. For over two decades, Stephen Bellissimo—affectionately known as “Mr. Steve”—visited the Oldsmar, Florida, location every morning. He sat at the same booth, enjoyed breakfast, and chatted with the team. What began as routine became ritual. But what made it special wasn’t just the repetition—it was the way the Chick-fil-A staff treated him. They didn’t just know his name or his order. They knew him. They asked about his day. They checked in on him when he missed a morning. They celebrated his milestones. They made him feel seen and valued—not as a customer, but as part of their family. When Mr. Steve turned 100, the restaurant threw him a surprise party and gifted him free Chick-fil-A for life. During COVID, they adapted the celebration to his driveway, ensuring he still felt the love. On his 104th birthday, they welcomed him back and […]
12 Rules for Building a Different Kind of Brand Agency - cultbranding.com
Over 25 years ago, I stepped away from the traditional agency world. Not because I didn’t love the work—but because I didn’t love the model. I didn’t want to build something that looked like every other agency. I wanted to build something with soul, and with real strategic impact. So I wrote myself a manifesto—a set of rules to stay focused, human, and different. These 12 rules have shaped how I’ve served some of the most iconic cult brands—and they might just challenge how you think about partnerships, leadership, and brand-building. 1. Every client deserves the founder. Great brands are built through trust and vision—not handoffs. Founders bring unique passion, judgment, and accountability. You deserve nothing less. 2. Don’t work with toxic people. Yes, business is business. But culture is everything. No brand thrives in a relationship built on fear, ego, or politics. Protect the energy that fuels your team. 3. It’s about the right people. Not the biggest team. Not the flashiest office. The right minds—with aligned values and complementary strengths—will always outperform the biggest headcount. 4. Kill the clichés. Brands don’t become memorable by playing it safe. Words and images should challenge assumptions and command attention. Familiar is […]
Where Does Inspiration Really Come From? (And Why It Matters for Brand Builders) - cultbranding.com
What if we’ve misunderstood inspiration all along? What if inspiration isn’t something we summon, but something that summons us? A Scientific Look at Inspiration Psychologists Todd Thrash and Andrew Elliot have studied inspiration in depth. They found it isn’t random—it follows a consistent psychological pattern composed of three core attributes: In other words: inspiration isn’t fluffy. It’s functional. The Role of Inspiration in Cult Branding If you’re building a brand designed to inspire loyalty beyond reason, inspiration is not optional—it’s essential. Cult Brands are built on belief. They shift paradigms, challenge assumptions, and invite people into a more meaningful way of living or seeing the world. That kind of gravity doesn’t come from clever positioning. It comes from inspired leadership. Here’s how to stay connected to that wellspring: 1. Study Role Models—But Don’t Worship Them Look to visionary leaders and creators—not for replication, but revelation. Study what drives them. Understand the values they protect at all costs. Learn from their process, not just their results. 2. Reconnect to Your Why Inspiration fades when our work loses meaning. Zoom out. Remember why your brand exists. Revisit the customers you serve. Reflect on the change you’re helping create. Purpose refuels inspiration. 3. […]
Leading Like Jeanie Buss - cultbranding.com
Over a decade ago, we had the chance to work with Jeanie Buss during a crucial moment in Lakers history. Even then, it was obvious—Jeanie wasn’t just running a team. She was building something far deeper: a living legacy. Now, with the news of the Lakers’ ownership transitioning for the first time since 1979, we’re pausing to reflect. Jeanie has always been more than a team owner—she’s a strategist, a protector of the brand, and a master at navigating change with heart and clarity. Here are five lessons we’ve learned from watching Jeanie do what she does best—lessons every leader who’s serious about building a cult brand should take to heart: 1. Think Legacy, Not Just Season When we worked with her, it was clear: Jeanie made decisions with the long game in mind. She treated the Lakers like a family member—someone you protect, invest in, and raise up with intention. Takeaway: Cult brands don’t just play to win today. They’re built to last. 2. Winning Isn’t Enough—How You Win Matters Jeanie believed in how the Lakers won. It wasn’t just about results—it was about doing it with flair, heart, and high standards. Her recent statement says it all: “Relentlessly, […]
The Approach: Building Better Brands Through Partnership, Not Promises - cultbranding.com
In a world flooded with agencies promising everything under the sun, our approach is refreshingly different. We don’t believe in one-size-fits-all solutions. We don’t chase awards. And we’re not here to wow you with pitch decks filled with jargon. Instead, we do something radical: we listen. Deeply. And then we build with you—side by side. At the heart of our approach is a belief in partnership. We’re not vendors; we’re collaborators. That means asking hard questions, challenging assumptions, and creating space for bold ideas to emerge. It’s not always comfortable. But comfort rarely leads to greatness. Our process is rooted in clarity and alignment. Before anything is created, launched, or scaled, we make sure everyone is on the same page. Who are we speaking to? Why should they care? What emotional resonance will spark a lasting connection? From there, we tailor our strategies with intention—grounded in research, elevated by creativity, and executed with precision. We’re not here for the spotlight. We’re here for results: brand love, customer trust, and business growth. Those are the metrics that matter. Whether you’re building something new or recalibrating what already exists, our agency is designed to help you cut through the noise and build […]
Dream or Truth? - cultbranding.com
Here’s a hard truth: Most successful brands sell dreams—not reality. That’s not a cynical take. It’s just how humans are wired. Airbnb doesn’t show you the cramped basement apartment with a clunky lock and an awkward host. They show you the treetop retreat in the jungle or the mountain cabin with endless views. The fantasy. Why? Because the dream is what sells. Always has. But There’s a Catch… There is a time when radical honesty can outperform even the best dream. It’s when everyone else is faking it. John E. Powers, the world’s first professional copywriter, knew this over 100 years ago. He didn’t just tell the truth—he made it his edge. One of his ads simply read: “We have a lot of undesirable gossamers we want to get rid of.” They sold out the same day. Another? “They’re not as good as they look. But good enough. 25 cents.” They flew off the shelf. And then, the boldest of all: “We are bankrupt. If you come buy tomorrow, we can pay our creditors. If not, we’re done.” The store was packed the next day. Why Did It Work? Not because people prefer honesty. But because no one else was […]
Why REACH Beats TARGETING When Building a Brand - cultbranding.com
In marketing, targeting is often hailed as the holy grail. With today’s digital tools, we can zero in on precise audience segments—down to job title, purchase intent, or even what someone had for lunch. It’s no wonder that many marketers, especially those focused on performance, have come to view reach as inefficient or even wasteful. But if you’re looking to build a lasting brand and a passionate following, it’s time to challenge that belief. The Misconception: Treating TV Like Digital When marketers hit the limits of digital performance, they often turn to broader channels like TV or streaming. But instead of using these platforms for what they do best—mass reach—they try to make them act like digital. They segment. They over-target. They avoid “waste.” And in doing so, they often miss the real opportunity. The Reality: Reach Drives Better Returns It might sound counterintuitive, but reach actually delivers stronger long-term ROI than hyper-targeting. Here’s why: 1. You Build Mental Availability Consumers don’t make decisions in neat, linear paths. Most buying decisions are subconscious, emotional, and influenced long before the moment of purchase. Broad reach builds mental availability—the likelihood that your brand comes to mind when someone is ready to buy. […]
From Streaming to Belonging - cultbranding.com
Spotify does something many brands struggle with: it makes billions of users feel like it’s made just for them. From personalized playlists to culture-savvy campaigns, Spotify turns creativity into a competitive advantage—and it keeps customers coming back. The key? Strategic storytelling that builds an emotional connection. It’s not just content. It’s context, culture, and community. Personalization with Purpose Every December, Spotify Wrapped gives users a look back at their year in music. It’s playful, often funny, and always personal. But more importantly, it tells a story—the listener’s story. That’s what makes it effective. Spotify isn’t talking about itself. It’s holding up a mirror to its customers and making them the main character. This approach helps customers feel like they belong to something meaningful. Messaging That Moves With Culture Spotify’s marketing teams are tuned into culture. Whether it’s a cheeky subway ad or a data-driven social campaign, their messaging is timely, human, and often self-aware. That relevance drives what we refer to as Cultural Resonance. Spotify doesn’t just follow trends; it reflects the way people actually use the product, and it does it with creativity that feels honest and earned—not forced. Turning Listeners into Loyalists Spotify builds community around taste. Fans […]
Customer Experience Isn’t Just a Department—It’s Your Whole Company - cultbranding.com
“Customer service shouldn’t just be a department, it should be the entire company.” — Tony Hsieh, Founder of Zappos Too often, companies isolate customer experience (CX) within a single department, treating it as a support function rather than a fundamental business philosophy. But exceptional customer experience doesn’t start or end at the customer service desk—it permeates every corner of your organization. Why CX Must Be Company-Wide Customer experience is the sum total of all interactions a customer has with your brand. From marketing and sales to operations and finance, every team contributes to that collective impression. When CX is viewed as the responsibility of a single department, gaps and inconsistencies inevitably emerge. A truly customer-centric brand understands that customer experience is everyone’s job. Company-Wide CX in Action Zappos: Known for legendary customer service, Zappos doesn’t delegate CX to just one team. Every employee, regardless of their role, undergoes extensive customer service training, emphasizing empathy, responsiveness, and empowerment. This holistic approach ensures consistency, authenticity, and exceptional interactions. Employees are encouraged to create memorable moments for customers, fostering genuine relationships that drive loyalty and advocacy. Disney: Disney views every employee as a critical customer interaction point. From cast members greeting guests at […]
How Inconsistency Undermines Your Brand’s Value - cultbranding.com
The Hidden Cost of Ignoring Brand Consistency “Your brand is what other people say about you when you’re not in the room.” — Jeff Bezos While most executives understand the importance of branding, there’s an often-overlooked aspect that quietly erodes profits, customer loyalty, and competitive advantage: brand inconsistency. Why Brand Consistency Matters Consistency is foundational to creating a reliable and recognizable brand. Customers crave certainty. They want to know what to expect every time they engage with your brand. When this expectation is met consistently, trust deepens. Conversely, inconsistency breeds confusion, skepticism, and ultimately, churn. The Real Cost of Inconsistency The cost of brand inconsistency isn’t always immediately obvious, but it accumulates in tangible ways: When Brand Consistency Breaks: Lessons from Expensive Missteps Gap’s Logo Misfire: In 2010, Gap introduced a redesigned logo in an attempt to modernize its brand—only to withdraw it six days later after intense public criticism. The abrupt change clashed with decades of established brand identity, signaling a disconnect with loyal customers and eroding trust virtually overnight. Tropicana’s Packaging Mistake: In 2009, Tropicana learned a hard lesson when a radical redesign of its packaging led to a 20% drop in sales. The new look stripped away […]
Brand Isn’t a Luxury — It’s a Multiplier - cultbranding.com
“It’s not fashionable these days to say that you want to put more effort towards brand and consumer sentiment because they’re harder to measure… And yet, if you don’t have that balance, you’re going to run into trouble sooner rather than later.”— Lena Waters, CMO of Grammarly There’s nothing I love more than hearing a B2B CMO champion top-of-funnel brand building — especially someone like Lena Waters, who helped guide Grammarly from a consumer-loved tool to a trusted enterprise solution. Grammarly didn’t just “add” a B2B offering — they expanded into it. And their strong brand awareness from years of consumer marketing made that transition significantly smoother. Lena gets something a lot of performance-minded marketers miss: Most of your future revenue doesn’t come from people in-market right now. It comes from the much larger group of out-of-market buyers — people who aren’t ready to act yet, but will be someday. If your brand is familiar and trusted when those buyers enter the market, your performance marketing suddenly works a lot harder. Lower acquisition costs, faster sales cycles, better close rates — all fueled by prior investments in the brand. That’s why Lena continues to invest in brand-building while scaling direct […]
Good Brand Strategy Isn’t About Being Right — It’s About Being More Right - cultbranding.com
In brand strategy, I often see teams move forward when they feel pretty confident — when their odds of being right seem just above 50%. But here’s the truth: Being barely right isn’t good enough in high-stakes decisions. The real value comes from pushing that confidence way higher — from 51% to 85%, for example. Why? Because the impact isn’t linear. The difference between probably right and very likely right can flip a third of your bad bets into good ones. That’s why great strategists pressure-test assumptions, gather more insight, and ask tougher questions — even when things feel clear. ✅ More clarity.✅ Fewer missteps.✅ Stronger outcomes. The goal isn’t just to move — it’s to move with confidence and precision. —BJ
Are Your Customers Truly Loyal—or Just Creatures of Habit? - cultbranding.com
In 1973, researchers posed a powerful question that still hits hard today:Are repeat buyers really loyal, or are they simply doing what they’ve always done? Decades later, the answer remains crucial for every brand leader:A large portion of customers aren’t loyal — they’re habitual.They’ll buy your brand again and again… until something better or easier shows up. That’s not a loyalty program issue. That’s a brand availability issue. The Two Kinds of Availability Every Brand Needs To grow — and to defend against churn — brands must master two forms of availability: Mental Availability You need to be first to mind when the customer is in a buying situation.This doesn’t just mean brand recall — it means being associated with specific buying moments: Brands that win here advertise in context — tying themselves to the real-world situations their customers face. If you’re not in their head at the right time, someone else will be. Physical Availability Even the most mentally available brand falls flat if it’s not easy to buy. You don’t just want to be available — you want to be effortless to choose. Habit Isn’t Loyalty. It’s a Temporary Advantage. Here’s the trap:Many marketers see repeat purchases and […]
What’s Wrong With “Brand vs Performance”? Just About Everything. - cultbranding.com
Brand or Performance?Long-term or short-term?Storytelling or selling? The binary is broken. Thinkbox’s “Profit Ability 2” study (with Ebiquity, EssenceMediacom, Gain Theory, Mindshare, and Wavemaker), is based on a rigorous analysis of £1.8 billion in ad spend across 141 brands, 14 categories, and 10 media channels. And the big takeaway? 🧠 58% of advertising’s profit impact occurs after the first 3 months. So if you’re only measuring short-term “performance,” you’re leaving most of your return off the books. Most Channels Do Both — But in Different Ways Linear TV drives the highest sustained profit over time — far more than Paid Social or PPC. But even channels like Generic PPC and Paid Social have carryover and sustained effects — not just immediate clicks and conversions. The old “brand vs. performance” divide ignores this nuance. It’s Time for a Smarter Framework The researchers suggest moving away from the Brand/Performance binary and toward a better way of evaluating channels: ✅ SCALE How large of an impact do I need for this campaign? ✅ EFFICIENCY At what point will I hit diminishing returns? ✅ TIME How long am I willing to wait for full payback? This framework helps you understand what each media channel […]
Retention Is Having a Moment ✨ — And It Deserves Your Full Attention - cultbranding.com
Let’s face it: this isn’t the same marketing landscape we were operating in even a year ago. 💸 Budgets are tighter.🧑💼 Teams are leaner.🛍️ And customers? They’re more cautious, selective, and value-driven than ever. In this environment, there’s one area that smart brands are doubling down on: Customer Retention. Because when new acquisition gets harder and more expensive, your existing customers become your most valuable growth engine. Why Retention Matters Now More Than Ever Retention isn’t just a support metric anymore — it’s a core business strategy. Here’s why: Retention gives you predictability. Efficiency. Stability.And right now, that’s exactly what marketing leaders are looking for. The Metrics That Matter If you’re ready to shift from acquisition obsession to retention mastery, Robbie Kellman Baxter’s Customer Retention Metrics Kit (📊 see image above) offers a smart foundation. Here are just a few metrics every brand should be watching: Each one tells a story — not just about your product, but about your relationship with your customer. Retention Isn’t Just Keeping — It’s Growing Retention isn’t just about keeping people around. It’s about: When you shift your focus here, everything compounds. How to Start the Shift Here’s what I’m seeing from brands that […]