Most companies chase the “ideal customer.” They build entire campaigns around demographic precision, age ranges, income brackets, and buyer personas. But Cult Brands do the opposite.
They don’t narrow their audience.
They open their arms.
The Cult Branding Rule of Openness is simple: Cult Brands are radically inclusive. They don’t build walls. They build invitations.
Openness Isn’t Just Nice, It’s Strategic
According to the Cult Branding Workbook, “Cult Brands don’t discriminate. They openly embrace anyone who is interested in their companies.”
This isn’t about political correctness or inclusivity for its own sake. It’s about understanding a deeper truth: people don’t want to feel like customers—they want to feel like they belong.
Openness taps into three of Maslow’s most powerful human needs:
- Belonging
- Self-esteem
- Self-actualization
When brands meet those needs, they move from being a product in someone’s cart to a part of someone’s identity.
Let’s take a look at two brands that embody this.
Costco: One Price. One Club. Everyone’s Welcome.
Costco doesn’t care what you drive, where you live, or what your job title is. The warehouse is the great equalizer.
You pay your annual fee, and you’re in. You push the same oversized cart, stand in the same sample lines, and get the same deal on 48 rolls of toilet paper as the guy in front of you. Whether you’re a retiree, a single parent, or a tech CEO, the experience is shared—and that’s the point.
By removing barriers and leveling the playing field, Costco fosters a culture of value, trust, and belonging. Their membership isn’t exclusive; it’s inclusive. And that’s why people renew year after year without a second thought.
The Savannah Bananas: If You Show Up, You’re Part of the Show
The Savannah Bananas are a baseball team, but calling them that barely scratches the surface. They’ve turned the sport into a joyful, rule-breaking circus. And what makes it work? Radical openness.
Banana Ball isn’t just for sports fans. It’s for kids, parents, comedy lovers, tourists, and anyone who wants to have a good time. You don’t need to know the rules. You don’t even need to like baseball. If you’re in the stadium, you’re part of the experience.
From dancing players to mic’d-up umpires to fans dictating rules mid-game, the Bananas tear down every wall between performer and spectator. They’ve reimagined baseball by asking one simple question: How do we make everyone feel included?
And it’s working. Every game sells out. Every crowd cheers louder. And fans don’t just leave with memories, they leave feeling like insiders.
Openness Wins Where Precision Fails
Exclusive branding may feel sophisticated, but it often alienates the very people who could become your most passionate advocates.
Openness expands your surface area for loyalty. It allows unexpected fans to step forward. It builds emotional equity by giving people a place where they feel seen.
Here’s the irony: the more open you are, the more cult-like your following becomes. Because people don’t tattoo exclusivity. They tattoo belonging.
For Brand Leaders: Questions to Ask This Week
- Are we unknowingly excluding people through our language, imagery, or tone?
- Where can we lower the barrier to entry without diluting the experience?
- How can we build rituals or experiences that make new customers feel like insiders from Day One?
The Cult Branding Rule of Openness isn’t about appealing to everyone. It’s about welcoming anyone who feels the pull.
Let them in, and they just might never leave.