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Marketing Myth: TV Ads Don’t Work Like They Used To - cultbranding.com
We’ve all heard it: “TV advertising isn’t what it used to be.” In the age of TikTok, YouTube, and programmatic everything, it’s easy to think TV is yesterday’s news — expensive, clunky, and hard to measure compared to sleek, digital-first campaigns. But here’s the truth:TV has actually gotten more effective over time. And yet, marketers are spending less on it than the numbers suggest they should. Let’s dig into why. The Attention vs. Spend Gap According to eMarketer, U.S. adults still spend around 2.5 hours a day watching live or time-shifted TV. That’s almost the same as the 2.7 hours they spend on their smartphones. So why are we throwing so many ad dollars into digital, while TV gets less love? One reason: TV can feel like a black box. Digital’s easy — you set your budget, target your audience, watch the clicks roll in, and track every move. TV, on the other hand, is pricey, the buying process is complicated, and measuring results isn’t as immediate. For a lot of marketers, that makes it feel risky. But here’s where smart brands — especially those building cult-like followings — see the opportunity. What TV Still Does Better Let’s break it […]
Branding vs. Marketing - cultbranding.com
Branding and marketing are fundamentally different disciplines. They serve distinct purposes, operate on different timelines, and impact your business in unique ways. While they must work together to build a powerful, sustainable brand, failing to understand the difference between them can sabotage growth, dilute your message, and reduce your long-term impact. Let’s begin with a clear distinction: Branding is why you exist. Marketing is how you communicate that reason. Branding is the soul of your organization. It’s the essence of what you believe, the values you uphold, and the story you tell about who you are. It’s embedded in your culture, your customer experience, and your point of view. Branding is strategic, emotional, and enduring. Marketing, on the other hand, is tactical. It’s the deployment of tools, messages, and campaigns that promote your products or services. It’s how you gain visibility, drive traffic, and generate short-term action. Marketing is execution—it’s dynamic, responsive, and measurable. This distinction reveals a simple truth: branding builds relationships; marketing initiates transactions. You can market a product effectively and generate sales, but unless your brand communicates something meaningful—something that resonates with people on a deeper level—those customers won’t come back. Loyalty isn’t built through clever slogans […]
The Best End Line Was Never Written—It Was Experienced at Disney - cultbranding.com
What’s the best brand line I’ve ever come across? It’s not one you’ll find in a slogan. It’s what you experience the moment you walk into Disney. Disney has used taglines like “The Happiest Place on Earth” or “Where Dreams Come True,” but that’s not what makes it iconic. What makes Disney unforgettable is that it delivers on those promises—without having to say them out loud. That’s the difference between marketing and meaning. Most brand slogans today? They’re polished, inoffensive, and completely forgettable: “Because you’re you.”“We care.”“Tomorrow. Today.” None of these say anything real. They’re engineered by committees, tested to death, and stripped of all conviction. They sound like they’re trying to be everything to everyone—and in doing so, they stand for nothing. Here’s the hard truth: If your brand doesn’t stand for something meaningful, no tagline will fix that. At The Cult Branding Company, we’ve spent decades studying what makes customers fall in love with brands—why they tattoo logos on their skin, travel cross-country to attend brand events, and refer products like they’re spreading gospel. It’s never because of a clever turn of phrase. It’s because the brand reflects something they believe in. Take Disney. People don’t return year […]
How Exploration and Evaluation Shape the Path to Purchase - cultbranding.com
If you want to build a brand that customers love—not just buy—you need to understand how people actually make decisions. Contrary to what many dashboards suggest, purchasing isn’t a straight path from ad to cart. It’s more like a loop—an emotional, non-linear journey of curiosity, consideration, and sometimes confusion. We call this journey the “Messy Middle.” The Two Mental Modes in the Messy Middle The latest behavioral research shows that people shift between two distinct mental modes on their path to purchase: Now here’s the kicker: every action your customer takes—on search engines, social platforms, review sites, or marketplaces—falls into one of these two modes. This means every experience you create, every message you deliver, and every asset you design needs to align with one of these mindsets. Are you inspiring curiosity? Or are you helping customers feel confident in their choice? The Trap of Assuming Logic Wins Most brands cater almost exclusively to Evaluation mode. They flood their pages with comparison charts, star ratings, testimonials, and case studies. These are important, no doubt. But if you don’t earn attention in Exploration mode, you won’t make it to Evaluation. And in today’s crowded markets, the brands that spark fascination and […]
Why Cutting Low-Converting Traffic Starves Your Future Growth - cultbranding.com
In today’s performance-obsessed marketing culture, optimization feels like the golden rule. We measure, we A/B test, we trim the fat. We narrow our targeting to the most “efficient” segments. It feels smart. Clean. Precise. But there’s a problem: what feels like smart marketing on a dashboard is often the first step toward starving your future. Let me explain. The Dashboard Deception We’ve all been in the room when a team proudly reports on how they’ve optimized their campaigns by cutting “low-converting” traffic. They beam as they show higher CTRs, better ROAS, cleaner funnels. It’s a dopamine hit for the data-driven mind. But zoom out. What’s being cut is not just inefficiency—what’s being cut is discovery. That top-of-funnel “inefficient” traffic? That’s tomorrow’s loyal customer. That mobile evening browser? She’s not converting today—but she’s getting to know your brand. And when she’s ready to make a purchase—likely on a desktop, likely in the morning—you may have already cut the thread that connected her to you. The Hidden Cost of Hyper-Efficiency We’ve worked with some of the world’s most beloved cult brands. One pattern we’ve seen again and again is that they don’t treat attention like a transaction. They treat it like a […]
The $4 Trillion Blind Spot: Why Creative Quality Is Your Real ROI Problem - cultbranding.com
We’ve entered a marketing era obsessed with optimization. Media teams are targeting down to the decimal. Audience segments are sliced to the molecule. Programmatic budgets are tweaked daily to squeeze out fractional gains in click-through rates and conversion metrics. And yet, amid all this precision, we continue to overlook the most critical—and most wasteful—aspect of advertising. The idea itself. According to new research from Adam Sheridan (Ipsos) and Jones Knowles Ritchie, an astonishing 85% of advertising dollars are spent on assets that aren’t truly distinctive. That’s nearly $4 trillion globally—spent on creative that fails to leave a mark. Let’s pause there. In a world where marketers fight over budget and ROI, we’re funneling the vast majority of our investment into assets that people don’t remember, don’t recognize, and don’t associate with our brands. How did we get here? Recognition Is the First Principle of Branding As Sheridan notes, we’ve become so focused on the bottom of the funnel—trying to extract an extra 0.01% conversion bump—that we’ve forgotten the first rule of brand building: If people don’t know it’s you, it doesn’t matter what you said. Recognition isn’t a nice-to-have. It’s the foundation. It’s what makes everything else—trust, preference, loyalty—possible. And […]
Why Your CFO Should Care Deeply About Your Brand - cultbranding.com
In many organizations, brand is still viewed as the domain of marketing—something colorful, creative, and occasionally nebulous. But in today’s competitive landscape, that view is dangerously outdated. The truth is this: your brand is a financial asset. And it’s time the CFO paid closer attention. A strong brand does far more than differentiate your company in the marketplace. It enhances almost every key business metric that matters to the CFO: In other words, brand strength shows up not just in marketing dashboards, but in the P&L and the balance sheet. This is especially true in legacy businesses. Consider First American, a company with more than 130 years of history and billions in revenue. Its CMO, Chelsea Sumrow, understands the delicate balance required when managing a brand with such deep roots. In her words: “Don’t get stuck in old routines.”“Test, learn, pilot, and fail fast.”“Effectiveness is about outcomes over outputs.” It’s a message every CFO should hear: legacy shouldn’t mean inertia. Innovation isn’t a threat to brand value—it’s essential to sustaining it. That’s why the most successful heritage brands are the ones that invest in experimentation while staying true to their core identity. Too often, CFOs and CMOs speak different languages. […]
What 9,000 Studies Reveal About Attention—and Why It Matters More Than Ever for Cult Brands - cultbranding.com
We now have the clearest evidence to date that attention drives brand outcomes—and the implications for digital strategy are huge. In the largest study of its kind, Lumen Research, Havas Media Network, and Brand Metrics analyzed 9,000 brand lift studies to explore the link between attention and memory in digital campaigns. 📊 The results? Jaw-dropping.Let’s break it down: 🔥 Key Findings: 💡 What This Means for Cult Brands: If you’re building a brand people love—not just one they buy—this research is gold. Because attention = connection.And connection = memory.And memory = loyalty. Shortcuts and shallow impressions won’t cut it anymore. It’s not about being seen—it’s about being remembered. At Cult Branding, we believe in earning attention—through story, meaning, and authenticity. Now we have 9,000 studies saying: You’re right to invest in depth over reach. 👏 Huge kudos to Mike Follett and the team behind this.If you’re a CEO or brand leader, it’s time to revisit how you measure success—and how your brand earns a few more seconds of attention each day. Want help building campaigns that don’t just perform—but stay in the minds of your customers? Let’s connect.
What £1.8 Billion in Ad Spend Teaches Us About Building a Cult Brand - cultbranding.com
We’ve always said cult brands are built on emotional connection, not just conversions. Now, the data backs it up. A major new report, “Profit Ability 2: The New Business Case for Advertising,” was recently released, analyzing £1.8 billion in advertising spend across 141 brands and 14 sectors from 2021 to 2023. When presented, marketers sat silently, scribbling notes nonstop for an hour. Here’s what stood out—and why it matters for CEOs serious about building long-term brand loyalty: Long-Term Branding Delivers the Biggest Payoff 💡 60% of advertising impact comes from long-term brand building.Sound familiar? That’s the same 60:40 rule from Binet & Field. The best ROI isn’t overnight. It’s over time. Want a loyal customer base? Tell a compelling story. Build meaning. Be consistent. Harley, Apple, Nike—none of them scaled through short-term hacks. Stop Thinking in Terms of “Performance Channels” No channel is purely for performance or brand.Instead, ask: Cult brands treat every media decision as strategic, not tactical. Traditional Channels Still Win TV. Print. Audio.These came out on top in effectiveness. Yet brands are shifting away from them every year. Want the insider move for startups? Use radio.Affordable. Intimate. Mass reach. It’s a wide-open opportunity few are taking. Know […]
Want a More Effective Campaign? Start with a Laugh. - cultbranding.com
Over the past two decades, humor in advertising has quietly disappeared. And that’s a big problem—because humor works. According to WARC’s 2024 report, “What’s Working in Humorous Advertising,” the world’s most effective ad campaigns have one thing in common: they’re funnier. Here’s why that matters to you: Look at the data:Campaigns that are “different from other ads” (72%) and “enjoyable” (70%) consistently outperform others in effectiveness. These qualities beat out more traditional attributes like persuasion (42%) or even relevance (45%). When done well, humor makes brands more memorable, more likable, and—most importantly—more profitable. So why do so many brands shy away from it? Because humor is tricky. It’s culturally nuanced. It’s subjective. And if it flops, it can backfire. But here’s the real insight: Humor is a creative risk—but it’s a strategic asset when it’s done thoughtfully. That means being: The best-performing brands today don’t just play it safe. They play smart. They entertain. They engage. They connect through laughter—and they reap the rewards. If your brand feels stuck in the sea of sameness, maybe it’s time to crack a smile—and let your campaign crack the market. P.S. Want to see what bold creativity looks like in action (without sitting […]
Why Cult Creative Wins - cultbranding.com
There’s creativity—and then there’s Cult Creative. The kind of creative that doesn’t just market a product but moves people. The kind that becomes part of the cultural conversation. The kind that inspires loyalty not with discounts or gimmicks but with meaning. At the heart of Cult Creative is a truth every marketing leader understands: Your brand is more than your logo or your product. It’s a story. And if that story resonates deeply enough, it becomes part of your customer’s identity. That’s when you’ve built not just a business but a cult brand. Storytelling a Strategic Advantage. To understand the mechanics behind Cult Creative, we must go to the source—Joseph Campbell. Best known for his work The Hero with a Thousand Faces, Campbell revealed a structure common to all powerful stories: The Hero’s Journey. This journey—the call to adventure, the crossing of thresholds, the trials, the transformation—is encoded in every blockbuster film, every timeless myth, and every brand that truly matters. Nike doesn’t just sell shoes. It invites you to “Just Do It”—to step into your own heroic path. Apple doesn’t just sell tech. It calls you to “Think Different”—to rebel, create, and transcend. These brands use Cult Creative to […]
Your Customer is the Hero. Your Brand is the Guide. - cultbranding.com
A long time ago, we started telling stories. Before we had words, we painted our stories on cave walls. Stories helped us make sense of the world before we could explain it. They still do. We’ve been obsessed with stories ever since—not just for entertainment but for survival, meaning, and identity. As marketers, many of us already understand that stories are powerful tools. Great brands like Apple, Coke, and Nike know how to use storytelling to captivate customers and create deep emotional resonance. But I believe the true power of the story goes even deeper. Stories don’t just entertain—they reveal. They show us what matters to our customers. They expose motivations, fears, desires, and aspirations that no spreadsheet ever will. And when we understand those inner stories, we can do more than sell—we can serve. We can become allies in our customers’ own journeys. Our Brains Are Wired for Story If you ask most people why they love stories, they’ll probably talk about escapism. But neuroscience tells a different story. When someone watches a narrative unfold, their brain doesn’t behave like a passive observer—it lights up as if they are part of the action. We don’t just consume stories. We […]
How a Fictional Character Drove 62% Sales Growth - cultbranding.com
I’ve spent years helping brands build communities. And I’ve seen time and again that the brands winning today aren’t the loudest—they’re the ones that become part of culture. One of the most powerful recent examples I came across didn’t involve a real spokesperson or influencer.. It involved an entirely fictional character from a Brazilian soap opera. Yes, fictional. Here’s what happened: A leading electric vehicle company, BYD, launched a national campaign in Brazil by embedding itself directly into a primetime telenovela. The brand hired a character—an imaginary chief creative officer—who developed in-show commercials for the brand. What made it remarkable is that those ads weren’t just part of the storyline—they were brought to life across real-world channels: TV, social media, retail displays, and even a major Brazilian variety show. And it worked. The campaign led to a 62.3% increase in sales, a 23.6x return on ad spend, and a 45% jump in in-store visits. I don’t share this to suggest you need to find the next soap opera to feature your brand. I share it because it illustrates a much deeper truth that every executive should understand: Culture is the Gateway to Relevance In Brazil, telenovelas aren’t just shows—they’re rituals. […]
What You Should Know About the Pareto Principle - cultbranding.com
If you’ve spent any time analyzing business performance, you’ve likely encountered the Pareto Principle—also known as the 80/20 rule. Named after Italian economist Vilfredo Pareto, this principle suggests that roughly 80% of outcomes come from 20% of causes. In branding and business strategy, this insight can be game-changing. Why Does the Pareto Principle Matter to Your Brand? The Pareto Principle is more than just a mathematical curiosity; it’s a strategic lens through which you can view your brand’s performance. Understanding this principle can help you focus your resources on what truly moves the needle. Here’s how the 80/20 rule plays out in branding: How to Apply the Pareto Principle in Your Branding Strategy Pitfalls to Avoid The Pareto Principle is a guiding concept, not a hard rule. Be cautious not to oversimplify. Your top 20% today may not be the same tomorrow—consumer preferences evolve, and markets shift. Continuously reassess your data and remain agile. Final Thought Leverage the Pareto Principle as a tool for focus. Whether you’re a CEO looking to maximize growth or a CMO seeking the most impactful marketing strategy, identifying the vital few that drive the most results can save resources, time, and effort. Focus on what […]
Costco’s Cautious Customers - cultbranding.com
Costco (NASDAQ: COST) just released its latest earnings report, and memberships are booming. Costco now has 78.4 million paid memberships, a 6.8% increase from last year, with an impressive 93% renewal rate in the U.S. and Canada—even after a price hike in September. That’s brand loyalty at its finest. So, what’s the secret behind Costco’s devoted customer base? And how can we apply these lessons to our own businesses? Here’s what I’ve learned. Membership Model: The Power of Buy-In Costco’s annual membership fee isn’t just about revenue—it’s about commitment. When customers pay to be part of an exclusive club, they feel invested. This creates a sense of belonging and a psychological pull to keep shopping there. For me, the takeaway is simple: Give customers a reason to feel like insiders. Private Label Products: Trust Through Quality Costco’s Kirkland Signature brand has become a cult favorite, offering premium quality at lower prices. By consistently delivering value, they strengthen trust—and trust builds loyalty. I believe brands that create their own high-quality offerings can achieve a similar effect. Loss Leaders: The Hidden Hook Ever notice how Costco’s gas stations have some of the lowest prices around? That’s no accident. Loss leaders like cheap […]
The Secret to Building Thriving Brands - cultbranding.com
In my journey of helping build some of the world’s most iconic brands, one question keeps coming up: “What makes a brand thrive?” And my answer is always the same… Connection. That’s it—creating a genuine connection with your audience that goes beyond products and services. How do you do that? By understanding what truly resonates with your customers and leveraging one or more of these 12 core value propositions to build lasting loyalty: You don’t need all 12. Pick the ones that resonate most with your brand and the people you serve. 👋 I’m BJ Bueno, a brand strategist, author of The Power of Cult Branding, and a speaker on building lasting brand communities. 💡 Explore more insights on creating brand loyalty at CultBranding.com 🔑 Learn how to turn your customers into passionate advocates.
Beyond Transactions: How Purpose-Driven Brands Win Devotion - cultbranding.com
In an age where consumers are inundated with choices, why do some brands earn unwavering devotion while others remain forgettable? The answer lies not in discounts or clever marketing tricks but in something far more profound: Purpose. A purpose-driven brand transcends mere transactions. It builds emotional connections, ignites passion, and fosters loyalty—not because of what it sells, but because of what it stands for. The Shift from Selling to Belonging Traditionally, businesses focused on products and prices, believing that quality and value were enough to win customers. But today’s most iconic brands understand that people don’t just buy what you sell; they buy why you sell it. Take Patagonia, for example. The company isn’t just in the business of outdoor apparel—it’s on a mission to protect the planet. This ethos isn’t an afterthought; it’s woven into every decision, from supply chain ethics to its famous “Don’t Buy This Jacket” campaign, urging customers to buy less and make sustainable choices. The result? A fiercely loyal community that sees Patagonia as more than a brand—it’s a movement. Purpose Activates Word of Mouth People naturally talk about things that make them feel something. When a brand stands for a larger purpose, it gives […]
It’s Time to Get Off Your High Horse - cultbranding.com
Hey, I get it. When you’ve worked hard to get where you are, when you’ve built something meaningful, when people look to you for answers—it’s easy to start believing your legend a little too much. Success has a way of lifting us up, sometimes so high that we forget what it was like to be down on the ground. So if you’re feeling disconnected from your team, if things aren’t clicking the way they used to, or if you’ve caught yourself getting frustrated that people “just don’t get it,” I say this with all the respect in the world: it might be time to get off your high horse. Not because you don’t deserve success. Not because you aren’t talented or accomplished. But because leadership isn’t about sitting above—it’s about walking alongside. I’ve seen this happen to the best of us. I’ve been guilty of it myself. So consider this a friendly reminder from someone who wants to see you succeed even more. Here are a few ways to check if you’ve been riding a little too high. How Do You Know If You’re on a High Horse? You’re Talking More Than You’re Listening. You used to be curious. You […]
How AI and Personalization Are Reshaping Customer Engagement - cultbranding.com
Customer loyalty isn’t what it used to be. The old days of punch cards and generic rewards are fading, replaced by something far more powerful: AI-driven personalization. Brands like Spotify, Starbucks, and Sephora have mastered the art of knowing their customers—sometimes better than customers know themselves. When a brand consistently anticipates what you want, tailors experiences to your preferences, and makes your life easier, you keep coming back. That’s the new loyalty: not just transactional, but deeply personal. Here’s how these brands are leading the way—and what we can learn from them. Spotify: Using AI to Curate Your Life’s Soundtrack Spotify has done something remarkable: it makes over 140 million users feel like the platform truly understands them. How? AI-powered personalization. Every time you skip, repeat, or like a song, Spotify’s algorithm learns your taste. This fuels features like: These AI-driven experiences don’t just keep users engaged—they make Spotify indispensable. When an algorithm picks music that perfectly matches your mood, why switch to another service? What I take from this: Personalization isn’t just a feature—it’s a loyalty engine. The more tailored your brand’s experience, the harder it is for customers to leave. Starbucks: Turning an App into a Personal Barista […]
How Cult Brands Create Unbreakable Bonds - cultbranding.com
What do Harley-Davidson and Peloton have in common? At first glance, not much—one sells roaring motorcycles, the other high-tech fitness equipment. But when I look at their customer communities, a striking similarity appears: both brands have built tribes of passionate, devoted followers. These aren’t just customers; they’re members of a movement. They don’t just buy a product—they belong. This is the psychology of belonging at work. Cult brands tap into our deep human need for identity and community, creating unbreakable bonds that drive fierce loyalty, higher spending, and word-of-mouth marketing. So, how do they do it? And more importantly, what can any brand learn from their playbook? Turning Customers into a Community (Harley-Davidson) Few brands have created cult loyalty as effectively as Harley-Davidson. They don’t just sell motorcycles—they sell a lifestyle. When someone buys a Harley, they’re not just purchasing a bike; they’re joining a brotherhood of riders. Harley’s Owners Group (H.O.G.) is the ultimate example. It’s a global community where members ride together, attend rallies, and forge friendships. This sense of belonging keeps them loyal: Harley reinforces this identity by embracing what their product represents: freedom, rebellion, and Americana. They encourage customers to customize their bikes, share their stories, […]
Use This Magic Trick to Defuse Tense Conversations - cultbranding.com
I’ve always been fascinated by magic. Working alongside some of the world’s top magicians, I’ve seen firsthand how a well-executed trick doesn’t just fool people—it changes their perspective. That’s what real magic is: not just deception, but expanding what someone believes is possible. I still marvel at how my friend Kostya Kimlat fooled Penn & Teller on their show. But what impressed me even more wasn’t just that he fooled them—it was that he changed their understanding of what was possible. They weren’t just entertained; their perception of reality shifted. Sometimes, as a leader, you have to be the magician. Instead of getting caught up in conflict, arguing, and devaluing yourself or others, you can shift the energy of a conversation—creating something unexpected and constructive. Magicians don’t think in terms of problems; they think in terms of methods. If you want someone to believe a woman is floating, you use strong, invisible strings. If you want to turn a tense conversation into a productive one, you use a method that redirects emotion and resets the tone. The technique I’m about to share takes practice. Like any good magic trick, it requires patience and refinement. But once you master it, you’ll […]
Employee Loyalty in the Age of Attrition - cultbranding.com
In today’s workplace, retaining top talent is more challenging than ever. High turnover and the “Great Resignation” have left many companies scrambling to keep employees engaged. However, some brands—Google, Zappos, and Patagonia—have cracked the code on employee loyalty. What’s their secret? They create cultures where people genuinely want to stay, feel valued, and take pride in their work. Their success comes down to three key strategies: mission-driven culture, hiring for fit, and employee-first policies. Here’s what leaders can learn from them. A Mission and Culture Employees Believe In (Google) Google has built a workplace where 98% of employees say they’re proud to work there. That’s not just because of perks like free gourmet food or wellness programs—those are just the icing on the cake. The real reason Googlers stay is purpose. From the start, Google’s founders made it clear: employees are the company’s most valuable asset. They even wrote in their IPO letter: “Our employees…are everything. We will reward and treat them well.” Beyond words, Google backs this up by investing in its people: CEO takeaway: Articulate a clear mission and create a work environment where people feel valued. When employees believe their work matters, they’re far less likely to […]
How Top Brands Turn Customers into Lifelong Advocates - cultbranding.com
Customer loyalty isn’t accidental—it’s the result of deliberate strategies that build trust, emotional connections, and exceptional experiences. Amazon, Netflix, and Apple, three of the most beloved brands, each take a different approach but share key principles: customer obsession, personalization, and brand identity. Amazon: The Power of Customer Obsession Amazon’s founder Jeff Bezos instilled a culture of “customer obsession,” going to great lengths to make customers happy. A prime example is Amazon Prime, which started as free two-day shipping and evolved into an ecosystem of perks (video, music, etc.). The results? By consistently adding value through fast delivery, vast selection, and reliable service, Amazon turns casual shoppers into loyal advocates who eagerly promote the brand. Lesson: Exceed expectations with convenience, reliability, and value to foster deep loyalty. Netflix: Personalization Creates Habit-Forming Loyalty Netflix understands that relevance drives engagement. Its AI-driven recommendations ensure 80% of content watched comes from personalized suggestions, keeping subscribers hooked. This approach generates over $1 billion in retention revenue annually, as customers find content tailored to their tastes, reducing churn. Netflix’s secret? A habit loop: This creates a cycle where subscribers trust Netflix to curate their entertainment, leading to a churn rate as low as 0.8%—one of the […]
5 Questions to Help You Get Unstuck at Work - cultbranding.com
We all get stuck. It doesn’t matter how smart, experienced, or successful we are—there comes a time when the ideas stop flowing, the path forward isn’t clear, or motivation just dries up. And when that happens, frustration sets in. Adam Alter, in The Anatomy of a Breakthrough, makes an important point: getting stuck is inevitable. But instead of seeing it as a sign of failure, we should expect it—and be ready with the right tools to move forward. The best leaders aren’t the ones who never get stuck. They’re the ones who know how to get unstuck, fast. So the next time you feel like you’re spinning your wheels, ask yourself these five questions. They’ve helped me and many leaders I’ve worked with breakthrough when things felt impossible. 1. What’s the real problem I’m trying to solve? When we feel stuck, it’s often because we’re focused on the wrong thing. Maybe it’s not the project that’s stalled, but misalignment among your team. Maybe it’s not that you don’t have enough time, but that your priorities aren’t clear. When we misdiagnose the problem, we waste energy on solutions that don’t work. Try this: Write down the challenge in one sentence. Then […]
The Secret to Unforgettable Customer Experiences - cultbranding.com
What makes a truly great customer experience? Is it the quality of the product, the efficiency of service, or something more? Danny Meyer, founder of Shake Shack, Union Square Cafe, and Gramercy Tavern, has built his career around a simple yet profound truth: The real magic of a brand isn’t just in what it offers—it’s in how it makes people feel. “Shake Shack started off as a summer hot dog cart in Madison Square Park. It was not meant to be a company—it was completely accidental. It started as an expression of community building.” — Danny Meyer What began as a humble hot dog cart turned into a global brand, not because of its menu alone, but because of the sense of belonging it created. Meyer’s philosophy of enlightened hospitality transformed the dining experience by shifting the focus from transactions to relationships. Beyond Service: Creating Emotional Connections Many businesses believe great service is enough. But hospitality is something deeper—it’s about fostering meaningful emotional connections. Customers return not just because they enjoyed a product, but because they felt valued, understood, and part of something bigger. This applies to every industry, not just restaurants. Whether you’re in retail, technology, healthcare, or finance, […]
Why Cutting Corners on Quality Could Be Costing Your Brand More Than You Think - cultbranding.com
Many brands have turned to cost-cutting measures in a fiercely competitive landscape to safeguard their margins. From shifting to cheaper materials to reducing the quality of finishes, these adjustments are often framed as necessary responses to inflation and global supply chain disruptions. But CEOs need to ask themselves: Are these short-term savings eroding the very foundation of your brand’s long-term value? At The Cult Branding Company, we’ve seen firsthand how brands that prioritize short-term margins over lasting emotional connections with customers often pay a much higher price down the road. Your brand isn’t just a logo or a marketing campaign—it’s a promise. And when the quality of your products slips, you risk breaking that promise. The Hidden Cost of Compromising Quality Many apparel brands today are facing a dilemma. As inflation continues to squeeze consumers, brands fear that raising prices could drive customers away. But the alternative—cutting costs by using lower-quality fabrics or moving production to less reliable manufacturers—creates a silent but powerful risk: alienating your most loyal customers. Consider this: Consumer prices have surged across the board, yet apparel prices have only edged up by 6% since 2019. While this may look like a win for price-conscious shoppers, the […]
🚀 Down-to-Earth Lessons Leaders Can Learn from An Astronaut - cultbranding.com
In the vast emptiness of space, where the margin for error is razor-thin and every decision carries immense weight, leadership isn’t just a skill—it’s a survival strategy. Few people understand this better than Commander Chris Hadfield, the renowned Canadian astronaut who spent nearly half a year aboard the International Space Station (ISS), commanding a crew from different countries and backgrounds. Hadfield didn’t just navigate the stars—he navigated the complexities of leadership in one of the most high-stakes environments imaginable. And what he learned up there applies just as much down here. 1. Become Zero: The Art of Humble Leadership Most people approach leadership like a numbers game: they want to be a +1, someone who adds value and makes an impact. The fear? Becoming a -1, the one who drags the team down. But Hadfield introduces a third, often overlooked approach: Becoming a Zero. A Zero doesn’t demand attention. They don’t force their expertise onto the team. Instead, they observe, listen, and find subtle ways to contribute where needed. In an environment like space, where egos can be as dangerous as micrometeorites, the best leaders don’t strive to be the loudest voice in the room—they strive to create an environment […]
The Performance 'Gold Rush' is Over - cultbranding.com
For years, marketers have been hooked on performance marketing—pouring budgets into activation tactics like paid search, lead gen, and retargeting. The promise? Quick wins, instant ROI, and a never-ending stream of leads. But here’s the truth: That gold rush is over. The Problem with Over-Reliance on Activation Performance marketing only works if there’s a demand to capture. You can only convert people who are already in the market and willing to buy from you. That’s a limited pool. If your entire budget is going into activation, you’ll hit a wall fast. Worse yet, too much activation clogs up your sales pipeline with unqualified leads wastes your team’s time, and ultimately eats into profits. Chasing clicks isn’t the same as building a business. Shift to Brand Investment for Sustainable Growth If you want to break out of this cycle, the key is investing in the brand. A strong brand expands the percentage of people willing to buy from you—before they’re even in-market. That means you’re already top of mind when they do need a solution. No need for aggressive retargeting or endless cold outreach. Without brand investment, performance marketing is just expensive noise. With a solid brand, every marketing dollar stretches further. Prospects […]
IKEA's Blueprint for Success - cultbranding.com
With over 700 million visitors to its stores annually, IKEA isn’t just selling furniture—it’s cultivating loyalty that transcends price and convenience. In today’s marketplace, leaders face increasingly complex challenges: Balancing digital transformation, addressing talent shortages, and building customer loyalty in an era where brand switching is just a click away. Traditional branding strategies focus on visibility, but long-term profitability depends on fostering genuine emotional connections. The Secret to IKEA’s Cult Loyalty IKEA isn’t just a furniture store; it’s a global community built on belonging, identity, and purpose. Through Cult Branding strategies, IKEA has mastered three core principles that every CEO should understand: Why This Matters for Leaders Across Industries Emotionally connected customers have a 306% higher lifetime value and are 52% more valuable than satisfied customers. Cult Branding turns casual buyers into passionate brand advocates—a vital strategy for executives focused on long-term growth, resilience, and cultural alignment. Take Action IKEA’s success shows that loyalty isn’t driven by discounts but by building a deep emotional bond with customers. This strategy can be adapted across industries: Financial institutions, for instance, can introduce personalized milestones, like account anniversaries, to foster meaningful rituals that enhance customer loyalty. Executives who harness Cult Branding principles will […]
Why Your Teams Won’t Win Without Deliberate Practice - cultbranding.com
In 1997, a young Tom Brady wasn’t the strongest, fastest, or most naturally gifted quarterback at the University of Michigan. He was seventh on the depth chart, barely seeing the field. But instead of relying on talent alone, he practiced relentlessly—studying film, refining his mechanics, and preparing for moments that hadn’t even arrived yet. Years later, that dedication turned him into a seven-time Super Bowl champion. Business leaders often expect their teams to perform under pressure, but without consistent and deliberate practice, they will fall short. Talent alone isn’t enough. Here’s why practice is the foundation of high performance. 1. Practice Strengthens Skills Top athletes don’t just play games—they spend most of their time in structured training, breaking down every movement, running drills, and repeating plays until they become second nature. The same principle applies to teams in business. Without practice, skills stagnate, and execution suffers. How to apply it: Create deliberate training sessions where your team refines their skills—whether it’s pitching ideas, problem-solving, or customer interactions. Just like in sports, repetition builds mastery. 2. Safe Environments Make Practice More Effective Great coaches know that mistakes are part of learning. If players fear making errors in practice, they won’t take […]
Data-Driven Brand Loyalty - cultbranding.com
For CEOs, data is only as powerful as the insights it unlocks. The strongest brands use emotion-based analytics to drive loyalty—not just traditional KPIs. Emotional Engagement Metrics: The Next Frontier in Brand Data Adobe reports that loyal customers spend 67% more than new ones, but most companies fail to measure the emotional drivers behind loyalty. Case Study: Starbucks – The Science of Habit-Driven Loyalty Starbucks uses data to track emotional engagement through rituals like mobile ordering and rewards programs. Customers don’t just buy coffee—they build habits. Case Study: Apple – The Power of an Exclusive Ecosystem Apple’s NPS score exceeds 72, largely due to intelligent data analysis that continuously refines its loyalty ecosystem, ensuring that customers always feel like insiders. How CEOs Can Leverage Data for Brand Devotion Are you measuring the emotional impact of your brand—or just the financials?
4 Strategies to Develop a Coaching Mindset - cultbranding.com
A coaching mindset equips leaders to empower their teams, foster growth, and cultivate a culture of continuous learning and development. This mindset is not innate but can be cultivated through intentional strategies. Here are four proven approaches to developing a coaching mindset: 1. Embrace Active Listening Active listening is a cornerstone of effective coaching. It involves fully concentrating on what the other person is saying, understanding their perspective, and responding thoughtfully. Unlike passive hearing, active listening requires focus and empathy. By practicing active listening, leaders can gain deeper insights into their team members’ needs, challenges, and aspirations. This understanding lays the foundation for meaningful guidance and support. For example, asking clarifying questions and summarizing what has been said can demonstrate genuine interest and build trust. 2. Foster a Growth Mindset A growth mindset, a concept popularized by psychologist Carol Dweck, is the belief that abilities and intelligence can be developed through effort and learning. Leaders with a growth mindset view challenges as opportunities and failures as valuable learning experiences. This perspective inspires team members to adopt the same approach, leading to a more resilient and innovative workforce. By encouraging continuous learning, offering constructive feedback, and celebrating progress, leaders can create […]
Culture as a Competitive Advantage: The Hidden Power of Employee Loyalty - cultbranding.com
Company culture is often treated as an HR initiative, but cult brands recognize it as a profit driver. According to a LinkedIn Workplace Study, 79% of employees are more likely to stay at purpose-driven companies. Why Employee Engagement Fuels Brand Loyalty When employees believe in a company’s mission, they become brand advocates—driving both customer loyalty and company resilience. Case Study: Salesforce – Culture as a Retention Magnet Salesforce ranks among the top companies for employee satisfaction, thanks to its customer-first mission and commitment to diversity and innovation. This 93% employee satisfaction rate translates to a Net Promoter Score of 66, well above industry standards. Case Study: Harley-Davidson – Employees as Brand Storytellers Harley-Davidson didn’t just build a brand; it built a movement. Employees, from assembly-line workers to executives, embody the brand lifestyle—fueling authenticity and strengthening loyalty. Building a Culture-First Brand Strategy Is your company culture strengthening or weakening your brand’s long-term success?
Crisis-Proofing Your Brand: How Cult Brands Thrive in Uncertainty - cultbranding.com
Every CEO knows that crises are inevitable. Economic downturns, supply chain failures, or PR missteps can threaten even the strongest brands. However, cult brands don’t just survive crises—they emerge stronger. The Power of Brand Community in Crisis Management A Forrester study found that 84% of cult-brand customers would forgive a mistake, compared to only 52% of non-cult brands. Why? Because cult brands build deep emotional connections that go beyond transactions. Case Study: Patagonia – Standing Firm on Values During a period of political and environmental debate, Patagonia leaned into its mission, pledging 1% of sales to environmental causes and encouraging customers to repair rather than replace products. Instead of alienating customers, this move solidified trust and deepened brand loyalty. Case Study: Apple – The Power of an Ecosystem Apple’s ability to retain 90% of iPhone users year-over-year is a testament to customer loyalty during uncertainty. Even when facing lawsuits and supply chain disruptions, Apple customers remain engaged due to an exclusive ecosystem that fosters deep emotional commitment. Building a Crisis-Resilient Brand Reflection for CEOs: Is your brand building the kind of community that will stand with you when challenges arise?
Why the Best Leaders Have More Friends Than Enemies - cultbranding.com
In the corporate world, the image of the solitary, authoritative leader—decisive and unyielding—is often celebrated. However, recent insights suggest a different paradigm: The most effective leaders are those who build connections, foster trust, and lead with empathy. They have more friends than enemies, and this approach yields significant results. Consider the story of Tony, a CEO who took over a struggling company. Instead of implementing immediate cost-cutting measures or enforcing top-down directives, Tony chose to invest time in understanding his team, clients, and even competitors. He reached out to his harshest critics, inviting open dialogue to understand their concerns. This strategy, though unconventional, proved transformative. Within a few years, Tony revitalized the company’s culture. Employees felt valued, customers appreciated being heard, and former critics became allies. His leadership style not only improved the company’s financial standing but also earned him widespread respect. People supported his initiatives not out of obligation, but because they believed in his vision. Tony exemplified the principle that effective leaders cultivate more allies than adversaries. Supporting this approach, a study highlighted in the Navy Leader Development Framework emphasizes that top leaders inspire their teams to perform at or near their theoretical limits by making their teams […]
Liquid Death Murdering The Competition - cultbranding.com
In the world of Cult Branding, few companies have disrupted their industries with as much audacity as Liquid Death. This canned water company has transformed the simple act of hydration into a bold, rebellious statement. With its provocative branding, commitment to sustainability, and ability to connect deeply with its audience, Liquid Death offers a masterclass in building a Cult Brand. Here’s how the brand has achieved meteoric success and what lessons it holds for leaders who are looking to build powerful brands. A Brand That Breaks All the Rules Founded in 2017 by Mike Cessario, Liquid Death entered the bottled water market—a space traditionally dominated by polished, aspirational messaging—with an entirely different playbook. Its tallboy cans, designed to resemble beer containers, and the tagline “murder your thirst” positioned the brand as edgy and countercultural. Liquid Death’s bold approach immediately stood out, appealing to younger, rebellious audiences seeking an alternative to mainstream bottled water brands. The results speak for themselves. By March 2024, Liquid Death reached a valuation of $1.4 billion, proving that there is immense value in challenging industry norms. The Power of Unconventional Marketing Liquid Death’s marketing strategy is as audacious as its branding. The company uses humor, shock […]
How YETI Built a Premium Brand - cultbranding.com
In the early 2000s, the cooler industry was stagnant. Most products were seen as functional, disposable, and indistinguishable from one another. YETI, founded in 2006 by two Texas brothers, entered this crowded market not by competing on price—but by redefining what a cooler could mean. Instead of positioning itself as just another brand, YETI set out to create a premium, cult-like following among outdoor enthusiasts, making its coolers a status symbol rather than just a tool for keeping drinks cold. The Cult Branding Approach: Building an Identity-Driven Community The Results: A Billion-Dollar Cult Brand By focusing on emotional branding rather than transactional selling, YETI achieved what seemed impossible in its industry: Key Takeaway: Build a Brand That Represents a Lifestyle YETI didn’t just sell coolers; it sold an identity. This is the core of Cult Branding—when customers see your brand as a reflection of who they are, they don’t just stay loyal—they become evangelists. For brands looking to break out of commodity markets, YETI provides a roadmap: Create an emotional connection, cultivate rituals, and make your customers feel like they’re part of something bigger than just a purchase. What About Your Brand? YETI transformed an ordinary product into a symbol […]
How LEGO Rebuilt Its Legacy - cultbranding.com
LEGO, the beloved Danish toy company, wasn’t always the powerhouse it is today. By the early 2000s, the brand was in crisis. After years of rapid expansion into theme parks, video games, and an overwhelming number of new product lines, LEGO had lost sight of its core audience. Sales plummeted, and by 2003, the company was facing its worst financial crisis in history. What went wrong? LEGO had strayed too far from what made it special—its passionate community of builders. Instead of nurturing its most loyal customers, LEGO was chasing trends, diluting its brand identity in the process. The Cult Branding Approach: Community-Driven Innovation LEGO’s revival came from an unexpected source: its most devoted fans. Instead of treating customers as just consumers, LEGO recognized them as co-creators, giving them a role in shaping the brand’s future. The Results: A Thriving Brand with a Passionate Community By refocusing on its core audience and fostering a sense of community, LEGO not only recovered but became the world’s most powerful brand (Brand Finance, 2015). The company’s revenue skyrocketed, reaching $9.6 billion in 2023. More importantly, LEGO’s customers no longer just buy toys; they see themselves as part of the LEGO movement—a group of […]
AI & Human Connection: The Future of Customer Loyalty - cultbranding.com
The conversation around AI in business often centers on automation and efficiency. But for cult brands, AI isn’t about replacing human connection—it’s about enhancing it. AI’s Role in Customer Engagement & Brand Trust A McKinsey study found that AI-powered personalization leads to a 200% increase in conversion rates. But more importantly, AI allows brands to deepen emotional connections at scale. Case Study: Nike – AI-Powered Personalization for a Cult Following Nike’s SNKRS app uses AI-driven personalization to tailor content to each user, creating an exclusive VIP experience that makes customers feel valued. This strategy contributed to a 40% surge in digital engagement. Case Study: Salesforce – The AI-Enabled Customer Advocate Salesforce’s AI-driven customer engagement tools don’t just automate responses; they predict and anticipate customer needs, ensuring that interactions feel personal, seamless, and deeply connected. How CEOs Can Use AI to Strengthen Customer Loyalty How is your brand using AI to make customers feel more valued—not just more efficient?
3 Leadership Habits from Super Bowl Coaches That Build a Connected Culture - cultbranding.com
As Super Bowl LIX approaches, featuring a showdown between the Kansas City Chiefs and the San Francisco 49ers, business leaders can draw valuable insights from the leadership styles of Andy Reid (Chiefs) and Kyle Shanahan (49ers). Both coaches have cultivated a winning culture built on connection, trust, and high performance. Here are three habits they use that can transform company culture. 1. Empower Your Team Through Trust and Delegation Andy Reid is a master of delegation. He trusts his staff and players to take ownership, whether it’s letting offensive coordinators call plays or allowing quarterback Patrick Mahomes to innovate on the field. By empowering his team, Reid fosters confidence, accountability, and creativity—keys to long-term success.Give your team autonomy to solve problems and execute strategies. Micromanagement stifles innovation, while trust breeds leadership. Set clear expectations and let people own their roles. 2. Adaptability and Innovation Kyle Shanahan is known for his adaptability and forward-thinking offensive schemes. Whether it’s adjusting mid-game or designing game plans around his players’ strengths, Shanahan ensures his team is always ahead of the curve.Markets shift, industries evolve, and companies that don’t adapt get left behind. Encourage a culture where innovation thrives. Analyze trends, take smart risks, and […]