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.

July 1, 2025 by

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

June 29, 2025 by

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.

June 27, 2025 by

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.

June 25, 2025 by

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.

June 23, 2025 by

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.

June 20, 2025 by

From Streaming to Belonging

Spotify does something many brands struggle with: it makes billions of users feel like it’s made just for them. From personalized playlists to culture-savvy campaigns, Spotify turns creativity into a competitive advantage—and it keeps customers coming back.

The key? Strategic storytelling that builds an emotional connection. It’s not just content. It’s context, culture, and community.

Personalization with Purpose

Every December, Spotify Wrapped gives users a look back at their year in music. It’s playful, often funny, and always personal. But more importantly, it tells a story—the listener’s story.

That’s what makes it effective. Spotify isn’t talking about itself. It’s holding up a mirror to its customers and making them the main character. This approach helps customers feel like they belong to something meaningful.

Messaging That Moves With Culture

Spotify’s marketing teams are tuned into culture. Whether it’s a cheeky subway ad or a data-driven social campaign, their messaging is timely, human, and often self-aware.

That relevance drives what we refer to as Cultural Resonance. Spotify doesn’t just follow trends; it reflects the way people actually use the product, and it does it with creativity that feels honest and earned—not forced.

Turning Listeners into Loyalists

Spotify builds community around taste. Fans don’t just follow artists—they follow each other. Through collaborative playlists, artist-curated content, and social sharing, users feel like part of something bigger.

This is Tribal Connection—one of the most powerful ways to turn customers into advocates. When people see their values and interests reflected in your brand, they’re more likely to stay engaged and spread the word.

What Business Leaders Should Take Away

Spotify shows that creativity—done well—isn’t fluff. It’s function. Personalization, cultural fluency, and emotional storytelling help the brand stand out in a crowded market and stay top of mind.

The neuroscience backs this up: storytelling activates brain chemicals like oxytocin and dopamine that drive trust, attention, and memory. That’s not just marketing—it’s smart strategy.

At Cult Branding, we’ve built the Cult Creative framework to help companies unlock this kind of resonance. It’s designed to help you define your core narrative, tap into cultural movements, and foster loyal brand communities.

If you’re looking to elevate your brand’s creative strategy, we’d love to share our latest thinking.

👉 Request access to the Cult Creative white paper

June 15, 2025 by

Customer Experience Isn’t Just a Department—It’s Your Whole Company

“Customer service shouldn’t just be a department, it should be the entire company.” — Tony Hsieh, Founder of Zappos

Too often, companies isolate customer experience (CX) within a single department, treating it as a support function rather than a fundamental business philosophy. But exceptional customer experience doesn’t start or end at the customer service desk—it permeates every corner of your organization.

Why CX Must Be Company-Wide

Customer experience is the sum total of all interactions a customer has with your brand. From marketing and sales to operations and finance, every team contributes to that collective impression.

When CX is viewed as the responsibility of a single department, gaps and inconsistencies inevitably emerge. A truly customer-centric brand understands that customer experience is everyone’s job.

Company-Wide CX in Action

Zappos: Known for legendary customer service, Zappos doesn’t delegate CX to just one team. Every employee, regardless of their role, undergoes extensive customer service training, emphasizing empathy, responsiveness, and empowerment. This holistic approach ensures consistency, authenticity, and exceptional interactions. Employees are encouraged to create memorable moments for customers, fostering genuine relationships that drive loyalty and advocacy.

Disney: Disney views every employee as a critical customer interaction point. From cast members greeting guests at the park entrances to maintenance teams ensuring immaculate environments, everyone is trained meticulously to uphold the brand’s commitment to magical experiences. Disney’s strong culture of storytelling and attention to detail means each employee understands their role in creating seamless, memorable experiences. This deep, company-wide commitment turns routine interactions into extraordinary moments, reinforcing the Disney brand as synonymous with exceptional customer experiences.

Integrating CX Across Your Organization

To embed customer experience company-wide, consider these practical strategies:

  1. Create a Unified Vision: Clearly communicate your customer experience goals across all teams. Everyone should understand how their role directly impacts customer satisfaction.
  2. Encourage Cross-Departmental Collaboration: Break down silos. Foster collaboration through regular cross-team meetings and shared CX objectives.
  3. Train Beyond Customer Service: Invest in comprehensive CX training for all employees, emphasizing empathy, responsiveness, and problem-solving skills.
  4. Measure and Reward CX Contributions: Implement metrics that assess CX across departments, and reward teams for meeting or exceeding customer satisfaction targets.

The Impact of a Unified Customer Experience

When customer experience becomes everyone’s priority, the results are profound:

  • Increased Customer Loyalty: Consistent, positive interactions build long-term customer relationships.
  • Higher Revenue: Customers who enjoy excellent CX spend more and become brand advocates.
  • Operational Efficiency: Cross-functional collaboration and clear CX goals streamline processes and reduce friction.

Make CX Your Competitive Advantage

Exceptional customer experience doesn’t happen by accident—it’s strategically nurtured through every level of your organization.

Stop thinking of CX as merely a department. Make it your company-wide philosophy, and watch your customers reward you with loyalty, growth, and advocacy.

June 13, 2025 by

How Inconsistency Undermines Your Brand’s Value

The Hidden Cost of Ignoring Brand Consistency

“Your brand is what other people say about you when you’re not in the room.” — Jeff Bezos

While most executives understand the importance of branding, there’s an often-overlooked aspect that quietly erodes profits, customer loyalty, and competitive advantage: brand inconsistency.

Why Brand Consistency Matters

Consistency is foundational to creating a reliable and recognizable brand. Customers crave certainty. They want to know what to expect every time they engage with your brand. When this expectation is met consistently, trust deepens. Conversely, inconsistency breeds confusion, skepticism, and ultimately, churn.

The Real Cost of Inconsistency

The cost of brand inconsistency isn’t always immediately obvious, but it accumulates in tangible ways:

  • Lost Revenue: According to Lucidpress, consistent brand presentation increases revenue by up to 33%. When your brand appears differently across channels or platforms, potential customers doubt the authenticity and credibility, prompting them to look elsewhere.
  • Higher Marketing Costs: When your brand lacks consistency, every marketing effort must start from scratch. You lose the cumulative effect of past messaging, requiring additional spending to achieve the same results.
  • Damaged Reputation: Inconsistent brands often appear disorganized or unprofessional. This perceived instability can diminish customer confidence, reduce referrals, and weaken market positioning.

When Brand Consistency Breaks: Lessons from Expensive Missteps

Gap’s Logo Misfire: In 2010, Gap introduced a redesigned logo in an attempt to modernize its brand—only to withdraw it six days later after intense public criticism. The abrupt change clashed with decades of established brand identity, signaling a disconnect with loyal customers and eroding trust virtually overnight.

Tropicana’s Packaging Mistake: In 2009, Tropicana learned a hard lesson when a radical redesign of its packaging led to a 20% drop in sales. The new look stripped away familiar visual cues, leaving loyal buyers confused at the shelf—and proving how even small changes in presentation can carry a steep price when brand recognition is compromised.

Practical Steps to Maintain Brand Consistency

  1. Establish Clear Brand Guidelines: Detail your visual identity, voice, tone, messaging frameworks, and usage scenarios.
  2. Educate Your Team: Ensure everyone understands your brand standards. Consistency is everyone’s responsibility, from marketing to customer support.
  3. Centralize Assets: Maintain a single source of truth for all branding materials. This ensures easy access and consistent application across all channels.
  4. Monitor and Measure: Regularly audit brand interactions across all platforms. Identify inconsistencies quickly and adjust accordingly.

Brand Consistency: A Strategic Advantage

In a competitive landscape, brand consistency isn’t just about aesthetics—it’s a strategic imperative. It amplifies marketing effectiveness, fortifies customer trust, and drives sustained growth.

Consistency isn’t glamorous, but it’s profitable. Ignore it, and you risk quietly bleeding away your market share, reputation, and customer loyalty.

Make brand consistency your competitive advantage.📩 Want to ensure your brand is consistently positioned for success? Connect with us today at www.cultbranding.com.

June 10, 2025 by

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

June 8, 2025 by