đŸ”„ What 4,700 Top YouTube Ads Reveal About Brand Loyalty, Culture, and the Future of Storytelling

At Cult Branding, we don’t chase trends—we decode human behavior. We seek out how people really connect with brands—how they form communities, foster shared identity, and create meaning. So when Google used AI to analyze over 4,700 of YouTube’s top-performing ads, I paid close attention.

Their findings reinforce what we’ve been saying for two decades: the future of marketing belongs to brands that empower storytelling, forge emotional resonance, and meet people inside their lived culture.

Here are the three biggest takeaways — and how you can apply them to build a cult brand in the age of digital noise.

Tell Multiformat, Human-Centered Stories

In a fragmented media landscape, format no longer defines value—emotional resonance does.

Volvo didn’t just launch its new EX90 electric vehicle—they gave it a soul. First, a four-minute cinematic story made the car the protagonist. Then, the car told its own version in a 60-second spot. They followed with a 15-second audio-first piece to glue it all together.

The result?
📈 +250% search lift
❀ +95% brand consideration
💰 $80 million in earned media

This is not just ad optimization—it’s emotional architecture. Brands like Apple, Starbucks, and Activision joined Volvo in using multiple narrative formats to reach audiences where they live—intellectually, emotionally, and spiritually.

Cult Brand Insight:
This is the signature of what we call the Brand Collective—where the product becomes part of a greater story your customers identify with.

Creators Aren’t “Influencers”—They’re Cultural Architects

The most powerful campaigns weren’t studio-built—they were co-created with trusted creators. YouTube creators like Adam Waheed, Michelle Khare, and Zach King didn’t “insert” brands into their content—they wove them into their stories.

What worked?
✅ Authenticity
✅ Creative control
✅ Cultural alignment

Take Michelle Khare’s 87-minute video on martial arts training, which elegantly fused Dove’s mission to support women in sports. It didn’t feel like an ad—it felt like a manifesto for empowered living.

Cult Brand Insight:
These creators function like high priests of community—they build trust, rituals, and shared identity. When you empower them, you’re not placing ads. You’re nurturing fandom, which as we’ve shown, is the heart of loyalty.

Culture Is the New Currency — So Show Up with Meaning

Culturally intelligent brands didn’t interrupt. They joined in.

Calm released a moment of silence during the heat of the U.S. presidential election. Coke Studio Bharat blended Indian folk and pop into an immersive experience. And Toyota gave Zach King full creative control to craft an action short that honored his Asian-American heritage.

These weren’t ads. They were acts of belonging.

Whether it was NFL Sunday Ticket parodying product placements or Starbucks anchoring its identity in barista life, these campaigns showed up not as content—but as cultural contribution.

Cult Brand Insight:
This is what we call Shared Consciousness—one of the three signatures of community that drive lifelong loyalty. You aren’t selling to customers; you’re inviting them to a movement.

YouTube Isn’t Just a Platform. It’s a Cultural Ecosystem.

This AI-powered study reminded me of something we tell clients all the time:

Don’t just measure ROI. Measure RCI—Return on Cultural Investment.

The brands winning on YouTube aren’t shouting louder. They’re listening better. They’re aligning with creators, tapping into the collective energy of community, and showing up in culturally sacred spaces with something real to say.

Because in today’s world, attention isn’t the goal.

Belonging is.

—BJ

July 13, 2025 by

What YouTube’s 20-Year Journey Tells Us About the Future of Branding

This past June, YouTube CEO Neal Mohan stood onstage at Cannes Lions and reminded us that a revolution in storytelling has already happened—we’re living in it. And if you’re a marketing leader, the implications are massive.

“Today, YouTube is the epicenter of culture. Not forgettable fads, but culture with a capital C,” Mohan said.

I’ve spent over two decades helping brands like Apple, Disney, and Coca-Cola build enduring relationships with their customers. And I can tell you—what’s unfolding on YouTube isn’t just about video. It’s about how culture is now co-created, community-powered, and increasingly creator-led.

Let’s talk about what this means for you and your brand.

Creators Are the New Studios. The New Agencies. The New Brands.

Remember when iJustine filmed unboxings in her bedroom? Today, French creator Inoxtag is premiering Everest documentaries in cinemas and pulling 17 million views in under 48 hours—on YouTube.

“Creators are the startups of Hollywood,” Mohan declared.

He’s right. These creators are building teams of screenwriters, producers, animators, and editors. They’re not just personal brands; they’re cultural engines.

So, what if you stopped thinking of creators as “influencers” and started seeing them as your collaborators—your co-architects of emotional relevance?

Community is the New Loyalty

At The Cult Branding Company, we’ve studied how loyalty doesn’t come from repeat purchases—it comes from identity, belonging, and shared meaning. That’s why Harley riders tattoo the brand on their bodies and Apple users flock to MUGs (Mac User Groups). They don’t just use the product—they live the brand.

The same thing is happening on YouTube.

“Fandoms don’t just follow culture, they shape it,” said Mohan.

He pointed to The Amazing Digital Circus, which exploded to over 300 million views. But the fan-generated content? Over 25 billion views. That’s not a marketing funnel—that’s a brand ecosystem.

Shorts, Podcasts, and the Power of the Fan

YouTube Shorts now drives over 200 billion views a day. Podcasts attract 1 billion monthly viewers. And it’s not just passive consumption—fans remix, react, review, and recreate.

This aligns with what we call the Three Signatures of Community:

  1. Shared consciousness
  2. Rituals and traditions
  3. A sense of moral responsibility to each other

When your customers start expressing themselves through your brand—like the Sidemen selling out Wembley Stadium—you’ve gone beyond product. You’ve tapped into collective purpose.

AI Is Here—But It’s the Human Connection That Wins

Google’s DeepMind has now integrated Veo 3 into YouTube Shorts. That means creators can generate video backgrounds, dub in new languages, and reach global audiences faster than ever.

“The possibilities with AI are limitless,” Mohan said. “But what’s even more exciting is how AI is helping creatives behind the scenes.”

From our vantage point, I’d add this: Don’t let AI distract you from the real work—building emotional connections. Use AI to enhance human creativity, not replace it.

My Bet? Emotion Will Outperform Everything Else.

I agree with Mohan’s final prediction:

“Creators will flip formats, blend genres, and push deeper into the mainstream
 as brand ambassadors, big business ventures, and visionary storytellers.”

But here’s my take: The brands that understand the emotional needs of their customers, and invite creators and fans to co-own the journey—that’s where the future lives.

If Harley-Davidson could become a global brotherhood of freedom, if Apple could create a tribe of rebels with a cause, if Patagonia could turn activism into a billion-dollar business—you can do it too.

But you’ll need to stop trying to “control the message” and start building a brand collective—a place where customers, creators, and culture-makers converge.

Don’t Just Advertise—Belong.

We’re entering an era where traditional campaigns are replaced by movements. Where belonging beats broadcasting. Where your customer isn’t just your buyer—they’re your media channel, your storyteller, and your co-pilot.

So if you’re a CMO or brand leader trying to future-proof your strategy, take this to heart:

It’s not about attention anymore. It’s about connection.

And that’s where the next 20 years of branding will be won.

—BJ

July 11, 2025 by

It’s Not Just What You Say—It’s Where You Say It

Most brands see media strategy as logistics: channels, CPMs, impressions.
But the media isn’t just a delivery system—it’s a declaration.

Your media choices tell your customers who you are and what you value.

Every placement, every partnership, every format sends a message—whether you intend it or not.

And when the media misaligns with your brand’s soul, your message gets lost—or worse, mistrusted.

Media Is Message, Not Just Medium

It’s not just what you say. It’s where you say it.

Would you launch a campaign about inclusion and community by buying aggressive pop-up ads on a clickbait site? Probably not. But brands make subtle versions of this mistake all the time—showing up in places that don’t match their values, audience mindset, or intended tone.

When media placement doesn’t reflect your beliefs, your customers can feel it—even if they can’t quite articulate what’s off.

A Hypothetical Misstep: What If Walmart Got It Wrong?

To see how this plays out, let’s imagine a version of a real campaign—but with the wrong media strategy.

Earlier this year, Walmart partnered with Megan Thee Stallion to launch her Hot Girl Summer swimwear collection—designed to empower women of all shapes and sizes with bold, inclusive style.

Now imagine if Walmart had launched that line with print ads in outdated Sunday circulars, or low-res banner ads on discount coupon sites.

Technically, they’d reach people. But emotionally? They’d miss the moment.

That kind of media would clash with the spirit of the campaign. It would strip away the cultural relevance and energy of Megan’s brand. It would send a message that says, “We’re checking a box,” not “We get it.”

What They Did Instead: Soul-Aligned Media Strategy

Walmart got it right—because they knew it wasn’t just about the product. It was about the placement, the partnership, and the platforms.

The Hot Girl Summer swimwear line launched in 500+ Walmart stores, lived front-and-center on Walmart.com, and was promoted through native Reels on Instagram and TikTok—right where Megan Thee Stallion’s audience spends their time, shares culture, and drives trends. The campaign even took center stage at Miami Swim Week, making a bold statement in a space that celebrates confidence and style.

At the heart of this cultural moment was Marcus Moore, one half of Contenders award-winning Executive Creative Director duo, who led the creative direction for the campaign. Marcus brought bold vision and nuanced insight, ensuring that the message didn’t just show up—it showed up right. His approach blended authenticity, empowerment, and cultural fluency, giving the campaign the emotional depth and relevance it needed to resonate.

Also part of the powerhouse team at Contender is DeChazier Pykel, Executive Creative Director, whose creative leadership continues to set the standard for culturally driven campaigns.

🌟 See why DeChazier is one of the top creative voices shaping culture-first branding.
👉 Watch his reel here

This wasn’t just smart advertising. It was emotionally intelligent brand building.

The result? A campaign that felt organic, empowering, and exactly where it needed to be.

Because when media aligns with message—and message aligns with meaning—you get more than impressions.
You get impact.

Ask Yourself: What Is Your Media Strategy Saying About You?

  • Are you showing up where your customers feel seen?
  • Are you choosing placements that reflect what you believe?
  • Are you using the media to invite, or to interrupt?

Every media decision tells a story about your brand.

If you’re not intentional, your placements may be saying more than your message.

Media is memory. Make sure the memories you create match the meaning you intend.

Ready to Align Your Media with Your Message?

If your brand is ready to stop just reaching people—and start resonating with them—we’re here to help.

Let’s talk about how to make your media strategy a true reflection of your brand’s purpose.

July 9, 2025 by

How to Create Brand Evangelists

Every brand wants loyal customers. But loyalty alone isn’t enough to spark real growth. The brands that thrive—the ones that become movements—do something more: they create evangelists. These are the customers who don’t just buy—they believe. They advocate. They bring others along for the ride.

How do you turn everyday customers into passionate brand evangelists? It doesn’t happen by accident. It starts with intention.

Here’s how to build the kind of brand people can’t stop talking about:

1. Know Your Brand Lovers

Identify the customers who light up when they engage with your brand. Learn what makes them tick.

2. Build Around Their Values

Align your actions and messaging with what matters to them. Show them you understand who they are.

3. Empower Their Voice

Give loyal fans platforms to share their stories. Celebrate them, not just your products.

4. Create Rituals, Not Just Offers

Loyalty isn’t built on points. It’s built on moments that feel meaningful and repeatable.

5. Lead with Empathy, Not Algorithms

Data helps scale. But empathy creates connection. Your team’s genuine care is your brand’s greatest asset.

Every anonymous customer is a potential evangelist—but only if you treat them like more than a number.

Are you building a brand people want to talk about?

Or one they barely remember?

Let’s talk: If your brand is ready to move beyond transactions and build a tribe of loyal followers, we can help you get there.

July 6, 2025 by

From Anonymous to Iconic: How to Turn Customers into Brand Evangelists

Most brands spend millions chasing loyalty. But the deepest form of loyalty—evangelism—isn’t bought. It’s earned.

Cult Brands don’t just attract customers. They create believers. These brands build emotional bonds so strong that customers don’t just return—they recruit others, defend the brand, and incorporate it into their identity.

A Story Worth Believing In: Mr. Steve and Chick-fil-A

Take Chick-fil-A.

For over two decades, Stephen Bellissimo—affectionately known as “Mr. Steve”—visited the Oldsmar, Florida, location every morning. He sat at the same booth, enjoyed breakfast, and chatted with the team. What began as routine became ritual.

But what made it special wasn’t just the repetition—it was the way the Chick-fil-A staff treated him. They didn’t just know his name or his order. They knew him. They asked about his day. They checked in on him when he missed a morning. They celebrated his milestones. They made him feel seen and valued—not as a customer, but as part of their family.

When Mr. Steve turned 100, the restaurant threw him a surprise party and gifted him free Chick-fil-A for life. During COVID, they adapted the celebration to his driveway, ensuring he still felt the love. On his 104th birthday, they welcomed him back and placed a permanent plaque on his favorite booth.

Mr. Steve’s story isn’t just heartwarming—it’s instructional. It shows how consistent, personalized care can transform a customer from anonymous to iconic.

July 4, 2025 by

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 rĂ©sumĂ©s.

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