About This Project
Life is Good
We partnered with The Life is Good Company to uncover the Core Values that resonate most deeply with their Brand Lovers. Through our humanistic research, we identified these key values and conducted interviews with Life is Good’s most passionate fans.
Â
These insights formed the foundation of a comprehensive marketing strategy and playbook, which led to the creation of new t-shirt concepts, innovative co-branding opportunities, and even a music festival that brought the brand’s optimistic spirit to life.
Â
This collaboration not only strengthened Life is Good’s connection with their audience but also expanded their reach, solidifying their position as a beloved and impactful brand.
"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."
– Bert Jacobs, Chief Executive Optimist, The Life is good Company
