Why We Join: The Deeper Truth Behind Cult Brands

If someone asked me to define a cult brand, I wouldn’t start with logos or marketing campaigns. I’d start with people.

At its core, a cult brand isn’t just a company with loyal customers. It’s a brand that people join.

In our research (Why We Join), we found that people align with brands the same way they join families, tribes, and communities. It’s not about the product alone; it’s about identity. When you wear Vans, drive a MINI, or crack open a can of Liquid Death, you’re signaling something about who you are and who you belong with.

The Fork in the Road

Regular brands succeed by being convenient, safe, and broadly acceptable. Think Camry, Marriott, or even Budweiser. If you swapped them out for an alternative, most customers wouldn’t notice. These brands thrive in the middle, sanding off edges to appeal to the largest number of people possible.

Cult brands take the opposite path. They lean into the edges, not away from them. They speak to something deeper: a customer’s need for self-expression, meaning, and belonging. That’s why a MINI owner waves at another MINI on the road. That’s why Harley riders form lifelong bonds. That’s why Supreme drops sell out in minutes.

Why We Join

Psychologist Erik Erikson described fidelity, the capacity to commit to a cause, as a key marker of identity. Cult brands tap directly into this human drive. They create a shared consciousness, rituals, and even a sense of moral responsibility among their fans. In other words, they create belonging.

When customers say, “This brand gets me,” they’re not just describing a product. They’re describing a relationship that validates who they are. That’s the secret behind cult brands: they don’t chase mass acceptance. They cultivate Brand Lovers.

Characteristics of Cult Brands

From our Cult Branding Workbook, here are the consistent traits you’ll find in every true cult brand:

  • Differentiation: They stand apart, sometimes defiantly.
  • Cultural Shift: They tap into or create movements larger than themselves.
  • Compelling Story: They have origin stories that invite customers into the myth.
  • Community: They foster rituals, inside language, and shared experiences.
  • Longevity: Unlike fads, they deepen over time because they meet real human needs.

The Truth for Brand Builders

If you want to build for the masses, chase convenience, price, and normalcy. That’s fine, but don’t expect passion.

If you want to build a cult brand, build for the people who care. Invest in meaning, difference, and community. Be willing to say, “This might not be for you.”

Because the truth is simple: people don’t just buy cult brands. They join them.

September 14, 2025 by

Why Some Brands Earn Devotion, and Others Don’t

Every industry has its “safe bets.” The products and services that succeed by being reliable, consistent, and available. They’re the brands people don’t mind switching out for a cheaper alternative at the grocery store or at the car rental counter.

But then there are the other kinds of brands. The ones that inspire loyalty bordering on obsession. Fans line up overnight, tattoo logos on their skin, or spend hours in online communities debating the latest release.

Why do some brands reach cult status while others fade into background noise?

It Starts With Identity, Not Product

Cult brands don’t sell products; they sell belonging. When you buy a Rivian, you’re not just getting an electric vehicle; you’re signaling your commitment to sustainability and adventure. When you crack open a can of Liquid Death, you’re not just hydrating; you’re participating in a countercultural joke on consumerism itself.

In The Cult Branding Workbook, we call these people Brand Lovers, customers who see themselves in the brand, who adopt it as part of their identity.

They Dare to Be Different

One of the Golden Rules of Cult Branding is Courage. Cult brands aren’t afraid to turn some people off in order to deeply connect with others. Supreme drops clothing in such limited quantities that it frustrates most consumers, but that very act builds desire among its loyal fans.

They Build Community

Apple has its keynote events. CrossFit has its boxes. Harley-Davidson has its rallies. The real magic of cult brands happens when customers don’t just consume, they participate. Shared rituals and traditions transform buyers into tribes.

The Fork in the Road

Every brand faces the same decision: chase mass convenience, or pursue meaningful difference. You can’t do both. If you want to be everywhere, play it safe. If you want to be irreplaceable, lean into your edges.

Cult status isn’t about being flashy or expensive. It’s about being worth caring about.

And here’s the irony: when you stop trying to appeal to everyone, you often build something that a precious few will never let go of.

September 12, 2025 by

Why You Shouldn’t Build for People Who Don’t Care

If your brand disappeared tomorrow, would anyone really miss it?

That’s the uncomfortable question most companies avoid. And yet, it’s the line that separates ordinary brands from Cult Brands.

In The Cult Branding Workbook, we make a critical distinction: most products succeed by being reliable, accessible, and convenient. They’re designed for people who don’t care that much. Drive a Camry, stay at a Marriott, wear the sneakers that happened to be on sale. No strong feelings, no loyalty. Customers shrug, consume, and move on.

Cult Brands play a very different game. They deliberately choose not to chase the center. Instead, they embrace the edges. MINI doesn’t sell to the driver who wants another “safe choice.” Liquid Death doesn’t market to people who just want “water in a bottle.” Supreme doesn’t cater to the shopper who’s happy with whatever hoodie is cheapest at the mall.

This isn’t about price. It’s about passion. It’s about creating what we call Brand Lovers, the select group of people who invest time, attention, and identity in what you make. These are the customers who tattoo your logo on their bodies, who line up for hours, who defend your brand when it stumbles. They care deeply. And that’s why they’re worth building for.

The trap many companies fall into is believing they can do both: serve the people who don’t care and create fanatical loyalty. But the two paths diverge:

  • If you want ubiquity, invest in convenience, consistency, and price.
  • If you want loyalty, invest in difference, meaning, and community.

As we teach in the Workbook’s Golden Rule of Courage, great brands have the guts to say: “This might not be for you.” That statement doesn’t alienate; it clarifies. It tells the masses to move on and invites your true believers closer.

Because in the end, brands built for people who don’t care will never be loved. And only love has the power to make your brand unforgettable.

September 9, 2025 by

The Performance Gold Rush Is Over

For years, marketers chased leads as if more always meant better. But here’s the uncomfortable truth: more leads often equals less profit.

Why? Because chasing volume usually drives costs up faster than revenues. At some point, you cross the break-even line. After that, every new lead costs more than it delivers.

This is the trap of over-relying on performance marketing. The initial returns look fantastic, but over time, efficiency decays. You end up squeezing harder for diminishing gains.

What breaks the cycle? Brand.

When you invest in a brand, you change the slope of the curve. Instead of fighting diminishing returns, you lift the entire system. Costs stabilize. Revenues compound. Profitability sustains.

The shift is subtle, and it’s not as “sexy” as a shiny dashboard of lead counts. But it’s smarter. Cult brands like Liquid Death, Patagonia, and Supreme know this and they don’t chase every click. They invest in identity, creativity, and community. That’s what makes every future sale cheaper, every campaign more effective, and every customer more loyal.

The message is clear: the performance gold rush is over. The winners ahead will be the brands that find balance by blending data with creativity, performance with patience, and short-term wins with long-term equity.

Because in the end, it’s not about more leads. It’s about building a brand customers would never leave.

September 7, 2025 by

Why Creative Risk is the Lifeblood of Brand Building

I can’t think of a more special breed of people than creatives.

Every time a creative pitches a bold campaign, challenges the status quo, or takes a big risk, they’re standing exposed in front of thousands of consumers, peers, shareholders, and competitors.

And yet, they keep doing it.

Thank goodness.

Because if there’s one thing we all know, it’s this: playing it safe is the fastest route to irrelevance.

In The Cult Branding Workbook, I call this the Golden Rule of Courage: cult brands are built by leaders and creatives who dare to be different, even when the world is skeptical. Liquid Death turned canned water into a counterculture icon. Glossier reimagined beauty by handing the microphone to its community. Supreme built a global following by embracing scarcity and audacity. None of them played it safe.

That knot in your stomach before you launch something new?
That nagging voice asking, “Have we gone too far?”

Those aren’t warnings. They’re your creative compass pointing true north.

Sure, you could settle for cookie-cutter campaigns and beige messaging. But where’s the magic in that? The most meaningful breakthroughs in branding come from someone raising their hand and saying, “What if?” even when their voice shakes, even when the data isn’t crystal clear, even when failure is a real possibility.

The truth is simple: living small is not only boring, it’s a disservice to the brands we serve and the customers who trust us.

So let’s stop punishing creative risk. Let’s celebrate it. Because behind every brand that earns cult-like loyalty is a creative who dared to push further than the rest.

The question is: what risks will you take this week?

September 5, 2025 by

Decision-Making at the Speed of Code

If you can model a principle, test it against history, and refine it, you’ve just taken your decision-making to another level. Suddenly, emotion stops hijacking the process. Bias gets sidelined. You get clarity.

That’s the beauty of algorithms. They’re nothing more than precise instructions, like words, but in a language computers can execute. If you don’t speak this language, either learn it or keep someone close who does. Because whether you’re running a global enterprise or raising kids, fluency in the language of algorithms is about to rival fluency in English or Mandarin.

Here’s the kicker: the same principle applies in brand building. In The Cult Branding Workbook, we teach leaders to “model” loyalty by understanding Brand Lovers and mapping their needs. That model becomes your algorithm for human connection, a decision framework that removes guesswork, prevents overreaction to fads, and compounds understanding over time.

In short: Algorithms for machines. Brand models for humans. Both protect you from costly, emotional mistakes. Both are languages you can’t afford to ignore.

September 2, 2025 by

Your Culture Is Your Brand Delivery System

Your marketing can promise the moon, but if your people can’t deliver it, the brand breaks. Every CEO I’ve worked with who built a cult brand started by aligning culture with the brand promise.

Salesforce’s Dreamforce is a masterclass; even the volunteers feel like part of the leadership team because they carry the same story.

My recommendations:

  1. Clarify your brand purpose. Every employee should be able to say it without hesitation.
  2. Create internal brand rituals. Monthly story sessions where employees share how they live the brand.
  3. Tie incentives to brand behavior. Reward employees for delivering experiences that embody your values.

When employees live the promise, customers feel it instantly. That’s how you build loyalty from the inside out.

August 31, 2025 by

Lead Both Brands: Your Company’s and Your Own

If you’re in the CEO chair, you’re carrying two brands at once: your corporate brand and your personal one. And they’re inseparable.

What you say, post, or endorse can strengthen trust or shake it overnight. Cult Branding teaches us the principle of Openness, be intentional and consistent with your values across both brands.

Do this:

  1. Align your narratives. Your personal voice should reinforce your corporate promise.
  2. Have a crisis ritual. Be ready with a values-driven, consistent response before you need it.
  3. Build a loyal community now. When you have true Brand Lovers, they’ll defend you before you even speak.

Your personal presence should be an asset that amplifies trust in your company, not a risk that undermines it.

August 29, 2025 by

Get Your C-Suite Telling One Story

The customer doesn’t care about your org chart. They don’t separate the “marketing experience” from the “operations experience.” It’s all the brand experience.

The most effective CEOs I know break down turf wars and get the C-suite aligned around a single narrative.

Here’s how:

  1. Create a Brand Council. Bring every major function into one regular meeting focused on the customer experience.
  2. Speak their language. Show finance how loyalty impacts CAC, HR how it boosts retention, ops how it drives efficiency.
  3. Share credit. Make wins collective, so every leader has a stake in brand health.

When the C-suite is united, the marketplace feels the confidence — and customers respond.

August 26, 2025 by

Make AI About Humans, Not Just Data

AI is everywhere in the CEO conversation. The mistake I see? Treating AI like a cost-cutting tool rather than a connection-deepening tool.

The cult brands don’t bolt technology onto an old culture; they integrate it to make the customer feel known and valued. Top brands used data to understand riding habits, not just inventory needs. That’s how you create loyalty at scale.

Three moves I recommend:

  1. Break down silos. Put marketing, ops, and IT in the same room to design customer experiences together.
  2. Use AI for personalization. Make interactions feel like you’ve been listening all along.
  3. Build digital rituals. Create predictable, shareable moments that customers look forward to, like holidays.

AI is only as valuable as the emotional connection it amplifies.

August 22, 2025 by