Cult Brand
Irrational
Brand
Love
Speaking &
Workshops
Give leadership the operating logic for loyalty. High-impact keynotes and hands-on sessions that align teams and ignite action.
Brand Strategy & Creation
From naming and identity to signature assets and CX design, we craft systems that make your brand unmistakable—and move customers to act.
Portfolio & Architecture
Clarity for growth. We structure brands, products, and markets so decisions get faster, stories stay consistent, and expansion scales cleanly.
Culture & Customer Experience
Loyal customers start with aligned teams. We install governance, rituals, and training—plus integrity, sustainability, and inclusive practices.
The Cult Branding System
How we turn brands into devotion.
We blend psychology, culture, and design to move customers from awareness to belonging. Our work aligns leadership, clarifies decisions, and installs the rituals that create irrational brand love.
01
Align leadership & priorities
We create a shared language for decisions. In a focused session, your executives define the brand promise, the few priorities that matter now, and clear criteria for yes—or no. Result: everyone pulls in the same direction.
What happens
Choose 3–5 priorities with owners and measures
Clarify the promise customers should feel
Set decision principles and stop-doing list
Cleaner briefs, less rework
Deliverables
Alignment memo (1–2 pages)
Decision principles one-sheet
90-day plan + meeting rhythm
Outcomes
Decisions 2× faster
Establish a 90-day operating cadence
Visible momentum across teams
Speaking & Workshops
Cult Branding Unleashed (Keynote)
Turn customers into devoted fans who fuel exponential growth.
Best for: CEOs/CMOs, retail, hospitality, CPG, franchises
Winning Where It Counts (Half-Day)
A customer-first blueprint to outpace competitors and own your market.
Best for: Exec teams, associations, B2C/B2B communities
The Buzz Starts Here (Full-Day)
Word-of-mouth psychology—plus a playbook to make your brand talk-worthy.
Best for: Marketing, CX, product, service, data/IT leaders
Creativity Reveal (Workshop)
Hands-on frameworks to unlock team creativity and ship better ideas, faster.
Best for: Marketing teams, associations, franchises
02
Architect the brand & portfolio
We structure brands, products, and markets so stories stay consistent and growth scales cleanly. You’ll leave with a clear system that guides naming, identity, offers, and go-to-market—without reinventing the wheel every quarter.
What happens
Map the current/target portfolio (brands, lines, markets)
Define roles & relationships (masterbrand, sub, endorsed, etc.)
Set naming rules and visual system guardrails
Simplify offers and decision pathways for speed
Deliverables
Portfolio architecture map (current → target)
Naming framework + decision tree
Signature assets & usage rules (one-sheet)
3–5 “clean offers” with messaging hierarchy
Outcomes
Faster launches, fewer conflicts
Consistent story across channels
Expansion readiness (new markets/lines)
Brands we’ve worked with
BJ served 12 years on the USPS Citizens’ Stamp Advisory Committee, including 4 as Chairman, helping guide the creation of 1,000+ stamps. He applied branding and consumer psychology to ensure subjects resonated with the public and reflected America’s diverse culture.
We uncovered the core values that matter most to Life is Good’s most passionate fans and turned those insights into a practical marketing playbook. The work sparked new t-shirt concepts, innovative co-branding, and a music festival that deepened loyalty and expanded reach.
We translated Scheels’ fan passions into actionable strategy—building in-house marketing capability, training teams, and shaping innovative campaigns. In-store experience upgrades aligned with brand values, deepening loyalty and reinforcing Scheels as a destination retailer.
We partnered with David Blaine’s team to modernize the artwork for his specials across iTunes and Netflix—balancing consistent brand elements with contemporary design. The cohesive refresh elevated his digital presence, engaging longtime fans and attracting
We traveled nationwide to interview TCM’s most passionate fans and translate their motivations into actionable strategy. The work helped inspire the TCM Classic Film Festival and loyalty programs that deepen devotion and drive sustained profitability.
03
Activate culture & CX
Turn the promise into practice. We install governance, rituals, training, and customer-experience standards so teams deliver the brand—consistently—every week, not just in decks.
What happens
Map the journey and define critical moments
Codify service standards, rituals, and escalation paths
Build playbooks and train frontline + leaders
Launch a 90-day cadence (reviews, coaching, KPIs)
Deliverables
CX journey map + moment one-sheets
Governance model & ownership grid
Training modules + facilitation plan
90-day activation plan & KPI set
Outcomes
Retention & LTV ↑
Consistency across locations/teams
Measurable culture change
What leaders say
The ideas we worked on with BJ and his team took off like a rocket ship once we launched the festival. I got to grow a team of 7 people who did the following: produce the annual TCM Festival (best-in-class fan event, if I do say so, produce an annual TCM Classic Cruise (for our last 6 cruises we chartered and partnered with Disney- ultimate fan crossover!), produced a publishing partnership of film books with Running Press (40+ books and counting), launched a fan club, TCM Backlot (sadly a casualty of the pandemic), built a profitable national screening series of classic films with Fathom Events (2015-2022), launched the TCM Wine Club, and partnered with several auction houses to present auctions of entertainment memorabilia."
"Working with BJ Bueno and the team at Cult Branding has been an absolute pleasure. BJ’s deep understanding of branding and his genuine passion for storytelling made a huge difference for us. He took the time to really understand our vision and brought it to life in a way that resonated perfectly with our audience. His insights were not only strategic but also incredibly creative, helping us to build a stronger, more engaging brand. I highly recommend BJ and Cult Branding to anyone looking to take their brand to the next level."
"My retail experience combined with Bama research and the folks at Cult Branding developed a system that helps customers find bibles by how they want to shop, instead of terms they don’t understand. Nelson’s Bible marketing and sales teams did the rest and most every retailer who adopted the system experienced double digit growth. Not bad."
"Working with BJ Bueno on updating the artwork for my specials was great. BJ is not just a branding expert; he's a magician, making it incredibly fun to share ideas. He truly understood my brand, and we brought the project to life quickly."
"BJ Bueno and his team at The Cult Branding Company respect and understand what so many strategists miss: before we can be experts on products, sales, or the market, we must first be experts on human nature. They have a proven track record of building healthy, sustainable businesses for some of the best brands in the world."
"Working with this team was an exceptional experience. They helped us build a statistically valid brand model that provided invaluable insights into our customer base. The outstanding results led to a more organized and effective marketing strategy that truly resonates with our audience. We couldn't be happier with this impact on our business."
"Working with The Cult Branding Company was a transformative experience for Gryphon Sensors. Their branding process was insightful and collaborative, guiding us to develop a powerful brand identity that truly resonates with the airspace defense sector. Their deep understanding of our industry and audience helped us articulate our unique value proposition, ensuring our brand stands out in a competitive market. We couldn't be more pleased with the results."
"BJ’s Cult Brand Builder process provides a deep understanding of the passion one’s best customers have for the brands they love. This understanding guides the strategies and dialogue within the organization with confidence and alignment that expedites decisions and provides the filter by which decisions are made and positive results are achieved."
"The strategic thinking and brand building ideas that BJ Bueno has brought to Scheels over the last 15 years have given us direction and fueled our growth. His consistency and focus has provided stability through changes at our company."
Who you’ll work with
We’re a small senior team led by BJ Bueno. No handoffs to juniors—strategy and delivery stay with the people you meet.
BJ
Founder & Keynote Speaker
Salim
Brand Strategist
Netthip
Digital Marketing Consultant