News
Entertainment
Science & Technology
Life
Culture & Art
Hobbies
News
Entertainment
Science & Technology
Culture & Art
Hobbies
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 […]
Ask This One Question Before Approving a Media Plan - cultbranding.com
Here’s a simple but powerful question I ask every time I review a media plan with a brand team: 👉 How did the idea inform this media strategy? Most media plans start with audience behavior:What do our customers watch? Where do they scroll? When are they most likely to see us? That’s a solid start — but it’s also what everyone else is doing.If your plan only follows habits, you’ll end up in the same places as your competitors, saying slightly different things. That’s not brand leadership — it’s brand camouflage. Great Media Strategy Starts with a Great Brand Idea What separates exceptional brands is this: They use media not just to reach people — but to amplify the brand idea. Let’s look at a few standout examples where the idea came first and the media made it real: Spotify — “Wrapped” Meets the Real World Spotify’s core idea: You are what you listen to. Every year, they bring this idea to life with Spotify Wrapped, turning user data into personal stories. But what really sets it apart is how they extend that campaign into physical environments. They’ve taken over subways, buses, even laundromats with hyper-local, highly specific ads like:“You […]
Why the Most Powerful Medium in Marketing Is Still Underpriced - cultbranding.com
For years now, many in the advertising world have been ringing the death knell for television. “TV is dying,” they say. “Nobody watches anymore.” “It’s all about digital now.”But what if I told you that a lot of what’s been said about the value of TV is completely false? That’s not my opinion — that’s the clear conclusion drawn from decades of rigorous data by marketing effectiveness expert Peter Field. Peter is known for his work with Les Binet on effectiveness marketing, popularizing the now-famous “60/40 rule” (60% brand-building, 40% activation). He’s a tireless advocate for the power of reach, emotional storytelling, and long-term brand investment. But one of Peter’s most passionate — and often overlooked — messages is this: TV advertising is not only still effective — it’s more effective now than ever before. The Case for TV: What the Data Tells Us Peter Field doesn’t deal in gut feelings or hot takes. His work is grounded in data — thousands of campaigns tracked over decades through the IPA Databank. And the numbers paint a clear picture: Why This Matters for C-Level Leaders If you’re leading a brand today, the pressure to chase short-term ROI is relentless. Performance marketing […]
What Does Marketing Actually Do? - cultbranding.com
As a branding strategist, I don’t typically advocate isolating marketing as a siloed function—at the executive level, business goals should transcend departmental boundaries. Whether it’s revenue growth, customer loyalty, or market leadership, the goal is the goal. How we get there should be driven by strategy, not departmental lines. But here’s the reality: As we scale organizations and activate different parts of the business to achieve these goals, clarity becomes power. Especially in marketing—often misunderstood, frequently overcomplicated, and too rarely aligned with executive priorities. So let’s simplify—strategically. Before dissecting the various components of marketing, it helps to anchor ourselves with a foundational definition. So, What Is Marketing? At its core, Marketing is the act of putting your offering in the world in a way that people understand it, want it, and can get it. In other words, it’s how you communicate your value to the market. From a Cult Branding perspective, this isn’t just about transactions—it’s about building emotional resonance, loyalty, and advocacy over time. Marketing is how we begin the conversation with our future Brand Lovers. Now let’s break down the tactical expressions of that conversation: The Strategic Functions of Marketing Executives don’t need complexity—they need alignment. They need […]
Why a Brand Strategy On A Page Works - cultbranding.com
Strategy can feel intimidating — especially when you’re new or facing a messy project. That’s where a Strategy On A Page becomes invaluable. It distills the key elements of your strategy into one clear, structured format, making the process less overwhelming and easier to navigate. If you’re just starting out, practicing with this tool helps you break down the big picture and focus on what matters most. If you’re stuck during research, use it as a prompt to sharpen your questions: What problem are we solving? What’s the key insight? What’s our strategic approach? If you’re struggling to tell the story, this format provides a simple narrative arc that connects the dots. At its core, a Strategy On A Page isn’t just a summary — it’s a demonstration of clear thinking, smart focus, and persuasive storytelling. It makes the unfamiliar, familiar — and that’s what drives great strategy forward.
Why Great Creative + Smart Media Planning Supercharge Ad Effectiveness - cultbranding.com
At the recent IPA Effectiveness Conference, Dr. Grace Kite presented some eye-opening research that should grab the attention of anyone responsible for marketing budgets. When you combine really great creative with really great media planning and buying, you can achieve up to a 4x uplift in discounted cash flow — meaning, the future payback on your advertising spend grows dramatically. That’s not a small incremental gain — that’s multiplying the return you get from the same budget. So, what were the key drivers behind this kind of breakthrough ad effectiveness? Here are the top highlights from the day, especially for brands looking to get the most out of their media investments: ✅ Invest in Truly Great CreativeIt’s tempting to cut corners on production, especially under budget pressure, but that’s often a false economy. System1’s example of Yorkshire Tea’s long-running “Where everything’s done proper” campaign showed how powerful it is to have a distinctive, long-lasting creative platform. This applies not just to your big TV ads, but across all creative assets — digital, social, in-store, and more. ✅ Drive Emotional ConnectionThe most successful campaigns, both short and long term, aren’t just clever — they move people. Emotional connection is a key […]
Stop Jamming Multiple Insights Into One Strategy - cultbranding.com
You know that feeling when someone gives you five different directions to get to the same place — and you end up completely lost? That’s exactly what happens when I see a strategy packed with multiple insights. Let’s be real: A great strategy needs ONE insight — no more, no less. Why? Because an insight isn’t just an interesting fact or a cool observation. It’s the aha moment that cuts through the noise and shows you a new way around the problem standing in the way of your goal. When you try to build a strategy on multiple insights, it’s like giving the team five maps for one trip. Nobody knows which path to follow, and you end up wandering instead of moving forward with confidence. Plus, it cheapens the whole idea. True insights are rare. They’re hard to find, and when you pile in a bunch, you’re basically saying, “We couldn’t decide what really mattered.”
Great Marketers Drive the Business and Build the Brand - cultbranding.com
There’s a big debate happening in marketing right now. Some people argue that a marketer’s main job is to drive the business — bring in sales, hit the numbers, boost short-term performance. Others say it’s to build the brand — create emotional connections, increase loyalty, and make the company culturally relevant. But honestly? I think we’re all asking the wrong question. Because today, successful marketers have to do both. It’s not “either-or” — it’s “and.” Let me explain why. The Pressures We’re All Facing Let’s be real: the pressure on businesses right now is intense.We’re dealing with economic uncertainty, a culture that’s constantly shifting, fast-changing technologies, and consumers who want more for less. And on top of that, there’s relentless internal pressure to deliver results — quickly. Thanks to the rise of digital tools and analytics, marketers today have endless data at their fingertips. It’s no surprise that a lot of effort goes into short-term tactics: driving conversions, hitting targets, and showing immediate ROI. These “push” strategies definitely work — they can move product and hit goals. But they’re also expensive to maintain and, over time, don’t necessarily deepen a consumer’s relationship with the brand. That leaves brands vulnerable: if […]
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 […]