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BJ Bueno

12 Rules for Building a Different Kind of Brand Agency

Over 25 years ago, I stepped away from the traditional agency world. Not because I didn’t love the work—but because I didn’t love the model. I didn’t want to build something that looked like every other agency. I wanted to build something with soul, and with real strategic impact.

So I wrote myself a manifesto—a set of rules to stay focused, human, and different. These 12 rules have shaped how I’ve served some of the most iconic cult brands—and they might just challenge how you think about partnerships, leadership, and brand-building.

1. Every client deserves the founder.

Great brands are built through trust and vision—not handoffs. Founders bring unique passion, judgment, and accountability. You deserve nothing less.

2. Don’t work with toxic people.

Yes, business is business. But culture is everything. No brand thrives in a relationship built on fear, ego, or politics. Protect the energy that fuels your team.

3. It’s about the right people.

Not the biggest team. Not the flashiest office. The right minds—with aligned values and complementary strengths—will always outperform the biggest headcount.

4. Kill the clichés.

Brands don’t become memorable by playing it safe. Words and images should challenge assumptions and command attention. Familiar is forgettable.

5. No unnecessary meetings.

Action beats discussion. Strategy beats repetition. Let’s move the ball, not just talk about it.

6. Listen deeply.

To customers. To culture. To data. To your gut. Insight doesn’t shout—it whispers. Leaders who listen better, lead better.

7. Write simply.

Clear thinking leads to clear writing. And clear writing leads to clear action. Complexity is a trap—simplicity wins.

8. Always over-deliver.

Do what was promised. Then add value beyond the ask. That’s how reputations are built—and how great partnerships grow.

9. Price with confidence.

If you’re changing the game, don’t price like a commodity. Leaders respect what’s rare—and invest in what matters.

10. Have the courage to believe.

Every breakout brand started as someone’s wild idea. Courage turns belief into momentum. Brand builders need both.

11. Know when to walk away.

Not every partnership is meant to last. A graceful exit protects your integrity—and your sanity. Knowing when to say no is a leadership skill.

12. Bring levity to the work.

Humor is intelligence at play. If we’re not enjoying the process, something’s off. Creative breakthroughs happen when the room has air.

We follow many other principles. But these 12? They’ve kept us real. Kept us inspired. Kept us effective.

If you’re building a brand—or responsible for leading one—maybe these rules resonate. If they do, let’s talk. We won’t waste your time. We’re not here to act like an old agency. We’re here to help build the kind of brand the future actually needs.

Where Does Inspiration Really Come From? (And Why It Matters for Brand Builders)

What if we’ve misunderstood inspiration all along?

What if inspiration isn’t something we summon, but something that summons us?

A Scientific Look at Inspiration

Psychologists Todd Thrash and Andrew Elliot have studied inspiration in depth. They found it isn’t random—it follows a consistent psychological pattern composed of three core attributes:

  • Evocation: Inspiration happens to us. It’s sparked by something outside ourselves—a conversation, an idea, a story. We don’t control when it comes, but we can prepare to receive it.
  • Transcendence: It elevates us beyond the routine. Inspired moments bring clarity, insight, and the ability to see what we couldn’t see before.
  • Approach Motivation: It compels action. Real inspiration doesn’t end with a feeling—it leads to a new behavior, a bold move, a creation brought into the world.

In other words: inspiration isn’t fluffy. It’s functional.

The Role of Inspiration in Cult Branding

If you’re building a brand designed to inspire loyalty beyond reason, inspiration is not optional—it’s essential.

Cult Brands are built on belief. They shift paradigms, challenge assumptions, and invite people into a more meaningful way of living or seeing the world. That kind of gravity doesn’t come from clever positioning. It comes from inspired leadership.

Here’s how to stay connected to that wellspring:

1. Study Role Models—But Don’t Worship Them

Look to visionary leaders and creators—not for replication, but revelation. Study what drives them. Understand the values they protect at all costs. Learn from their process, not just their results.

2. Reconnect to Your Why

Inspiration fades when our work loses meaning. Zoom out. Remember why your brand exists. Revisit the customers you serve. Reflect on the change you’re helping create. Purpose refuels inspiration.

3. Be the Inspiration Others Seek

Whether you’re mentoring a team, writing strategy, or building a culture, you are always modeling behavior. People learn by watching what you do, not what you say. Lead with clarity, courage, and curiosity.

4. Create Conditions for Inspiration to Strike

You can’t force inspiration—but you can invite it. Break routines. Get outside the industry echo chamber. Read art. Watch documentaries. Travel. Talk to your customers. Listen deeply. Stay curious.

5. Tell the Truth About the Struggle

Inspiration doesn’t only come from triumph. Some of the most magnetic brand stories emerge from vulnerability, setbacks, and resilience. Share the process—not just the polish.

Inspiration is not a lightning bolt—it’s a current. It’s the inner signal that tells us we’re connected to something larger than ourselves. That we’re doing work that matters.

As cult brand leaders, our job is to stay receptive.

Not because it’s trendy.

But because you can’t build the extraordinary from a place of ordinary.Want more insights on building cult-like loyalty and inspired brand communities? Learn more at www.cultbranding.com

Leading Like Jeanie Buss

Over a decade ago, we had the chance to work with Jeanie Buss during a crucial moment in Lakers history. Even then, it was obvious—Jeanie wasn’t just running a team. She was building something far deeper: a living legacy.

Now, with the news of the Lakers’ ownership transitioning for the first time since 1979, we’re pausing to reflect. Jeanie has always been more than a team owner—she’s a strategist, a protector of the brand, and a master at navigating change with heart and clarity.

Here are five lessons we’ve learned from watching Jeanie do what she does best—lessons every leader who’s serious about building a cult brand should take to heart:

1. Think Legacy, Not Just Season

When we worked with her, it was clear: Jeanie made decisions with the long game in mind. She treated the Lakers like a family member—someone you protect, invest in, and raise up with intention.

Takeaway: Cult brands don’t just play to win today. They’re built to last.


2. Winning Isn’t Enough—How You Win Matters

Jeanie believed in how the Lakers won. It wasn’t just about results—it was about doing it with flair, heart, and high standards. Her recent statement says it all: “Relentlessly, with passion and with style.”

Takeaway: Excellence is a mindset, not a milestone.


3. Work With People Who Get It

Even back then, Jeanie surrounded herself with people who understood the Lakers’ soul. That’s not easy. Her recent comments about Mark Walter show she still leads that way—values first, always.

Takeaway: You can’t build a cult brand with the wrong people. Values over résumés.


4. Protect the Emotional Connection

The Lakers aren’t just a basketball team. They’re part of people’s identity. Jeanie has always understood that. She respected the emotional investment of fans and led with that in mind.

Takeaway: The strongest brands live in people’s hearts. Treat that with care.


5. Change Happens. Do It With Grace.

Change is inevitable, but how you handle it says everything. Jeanie’s statement about the transition is a case study in elegance: honoring the past, embracing the future, and staying grounded in what matters.

Takeaway: Grace under pressure is a superpower.

Jeanie helped shape one of the most iconic sports brands in the world—and she did it with authenticity, smarts, and style. 

We were lucky to witness it up close.

So here’s to Jeanie Buss: a true original, and a blueprint for anyone who wants to build a brand that stands the test of time.

The Approach: Building Better Brands Through Partnership, Not Promises

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 something that lasts.

If you’re ready to challenge the status quo and create with meaning, let’s talk. Because great brands are built on purpose.

Ready to defy convention and build something meaningful? Let’s connect. Exceptional brands are founded on purpose.

Dream or Truth?

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 being honest.

When the market is full of inflated claims, slick copy, and over-polished images, truth stands out. It’s disruptive. It’s real. And in a world addicted to image, reality can feel revolutionary.

So, What Does This Mean for Cult Brand Builders?

If you’re crafting a brand people will obsess over, here’s the formula:

  • Sell the dream when it taps into deep emotion and identity.
  • Tell the truth when it breaks through a sea of noise.
  • Use contrast as a strategy—not just creativity.

Honesty only works when it feels different.

Cult brands aren’t built by picking truth or fantasy.

They’re built by knowing when to deliver each—and doing it with intention.

Dreams pull people in.

Truth earns their trust.

Contrast makes it unforgettable.

Want your brand to live in hearts, not just carts?

Know when to break the script.

Why REACH Beats TARGETING When Building a Brand

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. If you’re not in their head, you’re not in the game.

2. You Avoid Missing Ready Buyers

Over-targeting can blind you to customers who don’t perfectly fit your Ideal Customer Profile, but are ready to convert. Maybe they’re a step removed from your “perfect” demo. Perhaps they’re a future buyer. Either way, reach ensures you don’t leave them behind.

3. You Expand the Funnel

Growth doesn’t come from targeting the same niche over and over. It comes from scaling awareness and nurturing future demand. Every brand needs to continuously introduce itself to new people. REACH is how that happens.

4. You Reduce Cost and Improve ROI

Broad targeting doesn’t just increase exposure—it often lowers your cost per conversion. You tap into underpriced attention and reduce the saturation and fatigue that comes with small, overfished audiences.

Sophisticated Reach, Not Spray-and-Pray

To be clear, this isn’t about advertising to “everyone with a pulse.” It’s about smart, strategic expansion. Sophisticated reach means casting a wider net with purpose—understanding where your future customers live, work, and play, even if they’re not your “perfect” buyer today.

In many cases, you’re better off expanding your target than contracting it.

If you’re serious about building a brand that lasts—one that people talk about, return to, and advocate for—reach must be part of your strategy.

Brands aren’t built in dashboards. They’re built in people’s minds. And you can’t occupy minds you never reach.

Brand Isn’t a Luxury — It’s a Multiplier

“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 response.

Because here’s the truth:

✅ Brand isn’t soft.

✅ Brand isn’t a “nice to have.”

✅ Brand is a force multiplier that lifts every part of your funnel.

So yes, track your KPIs. 

Optimize your CTAs. 

But never forget:

The best-performing brands are the ones that people already know and trust when it’s time to buy.

—BJ

Good Brand Strategy Isn’t About Being Right — It’s About Being More Right

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?

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:

  • Why are they buying the product?
  • When are they buying?
  • Where are they?
  • Who are they with?
  • What are they using it with?

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.

  • Can customers find you on the shelf?
  • Are you showing up in their search results?
  • Are you part of the default choice set in-store or online?

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 think, “We’re winning!”

But if you’re not reinforcing mental and physical availability — every day, across every channel — you’re standing on shaky ground.

The real insight?

📌 Your best customers are often the easiest to lose.
📌 Habit doesn’t resist disruption. Loyalty does.


The Takeaway

To build a brand that lasts, don’t just rely on past behavior.
Create systems that ensure:

✅ You’re the brand customers think of first
✅ And the brand they can find fastest

That’s not just good marketing.
That’s survival.

—BJ

📩 Want to explore how to build real loyalty and not just habitual buying? Let’s talk. www.cultbranding.com

What’s Wrong With “Brand vs Performance”? Just About Everything.

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 actually delivers — and when.

So yes, use Paid Social. Use PPC. But don’t over-rely on them, especially if you need long-term growth. (Spoiler: many brands are overspending on social by 3X, according to Richard Kirk, who’s shared additional insights from this study.)

Stop Choosing Sides. Start Choosing Strategy.

Your media mix shouldn’t be about Brand vs. Performance — it should be about Brand and Performance, each doing what it does best.

Want to build something truly sustainable?

Map your media against time, scale, and efficiency, and you’ll get closer to the truth of what actually works.

And remember:  If you’re not measuring long-term impact, you’re only seeing half the story.

— BJ  📩 Want to bring this conversation into your leadership team? I’m happy to come in and walk you through the full picture — and how to make your media work harder for your brand. Learn more about our work at www.cultbranding.com.