Great products are no longer enough. Today’s customers, especially younger generations, want to support brands that stand for something meaningful. 70% of Gen Z report loyalty to brands they trust and feel aligned with. Purpose has become a competitive advantage. Cult brands don’t just sell products. They...
Picture Apple fans lining up overnight for a new product launch. That’s not hype. That’s devotion. Every strong brand has a small group of customers I call Brand Lovers. Often, just 1% of your audience, they drive a disproportionate share of revenue and momentum. These customers: stay...
Did you know it can cost 5 to 25 times more to win a new customer than to keep an existing one? And that a modest 5% increase in retention can lift profits by 25% to 95%? That’s math. Loyalty is one of the most reliable growth...
Most companies say they’re customer centered organisations. Then they measure: internal efficiency short-term sales campaign ROAS quarterly targets And customers feel the gap. Customers First came from watching this happen over and over. Customer-first isn't the intention. It’s behavior. It’s what your team does when: a policy collides with a person a process creates friction service is inconvenient “nobody...
Turner Classic Movies has always been more than just a television channel. For millions of devoted fans, it’s a trusted curator of cinematic history, a warm companion, and a symbol of timeless storytelling. But even the most beloved brands must evolve. TCM faced a challenge...
Did you know The Cult Branding Company offers group workshops designed to align your team around what matters most: your customers? Sometimes, stepping outside the daily grind is exactly what leaders and their teams need to recharge, reconnect, and reimagine the future together. Our workshops immerse...
The Life is Good Company started with a t-shirt and a smile. Founded by brothers Bert and John Jacobs, this American lifestyle brand built a loyal following with simple, optimistic messages and their iconic stick figure, Jake. But even beloved brands can lose momentum. Despite a...
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...
In a world full of noise, hype, and marketing gimmicks, there’s something undeniably refreshing about a brand that just keeps showing up, doing what it says, and earning people’s trust year after year. Charles Schwab is one of those rare brands. In 2025, Schwab took home the...
Over the years, I’ve written a lot about customer loyalty, brand love, and building communities. But if I had to sum up the heart of it all in two words, it would be this: 👉 Customers First That’s why I wrote my third book with exactly that...