All Posts By

BJ Bueno

Leading a Cult Brand: Take this 3-part journey to become an empowering leader

Executives are expected to produce results, but the way they achieve them has evolved. The focus has shifted from heroic individual leadership to empowering and enabling employees, requiring strong people skills. Many executives struggle to adapt to this new reality, but we’ve identified a three-stage journey, inspired by Joseph Campbell’s concept of the “Hero’s Journey” from his book “The Hero with a Thousand Faces”, to help leaders develop the necessary skills for today’s environment.

Stage One: The Departure (Call to Adventure)

The departure stage marks the beginning of the leader’s transformation, akin to Campbell’s “Call to Adventure.” Here, they recognize the need for change and intentionally leave behind their familiar ways of working. A study conducted by Spencer Stuart, a top leadership advisory firm, highlights the importance of self-awareness and adaptability in leaders, as they must become more people-centric and relinquish control.

Stage Two: The Voyage (Trials and Challenges)

During the voyage, leaders face trials and obstacles that teach them valuable lessons and pave the way for personal growth. This stage parallels Campbell’s “Road of Trials” in the Hero’s Journey. This transitional phase pushes leaders out of their comfort zones and forces them to confront their own limitations. In a study of 75 CEO successions involving 235 candidates from 2009 to 2019, researchers found that executives who were able to overcome challenges during this stage demonstrated stronger people skills and delivered better results for their organizations.

Stage Three: The Return (Master of Two Worlds)

In the return stage, leaders have a newfound understanding of their role and the kind of leader they aspire to be. They begin to apply the people skills they’ve acquired and share their learnings with others, much like the “Master of Two Worlds” in Campbell’s Hero’s Journey. Research shows that by embracing a more enabling and empowering style, leaders can inspire and motivate their teams, fostering a culture of collaboration, innovation, and psychological safety. A study by Google’s Project Aristotle found that high-performing teams often had leaders who focused on building psychological safety, enabling open communication, and promoting collaboration.

Developing people skills is a continuous, often uncomfortable process that unfolds over time. By embarking on this three-stage journey leaders can successfully transition from a directive approach to one that empowers and enables their employees, ultimately unlocking the full potential of their organization and themselves in the process.

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Unleash your team’s potential with the Brand Vision Workshop. Develop a powerful brand vision that drives growth, loyalty, and advocacy. Partner with us to co-create an authentic brand that resonates with your audience. Learn more at www.cultbranding.com.

May 3, 2023 by

Leaders Don’t “quiet quit” This is what they do instead

A common misconception about effective leadership is that it’s solely about taking charge and making decisions. However, great leaders understand the importance of humility, adaptability, and knowing when to step back. They don’t “quiet quit,” but rather employ a variety of tactics to navigate complex situations and empower their teams. Here’s what successful leaders do instead.

Active Listening

One essential skill that differentiates good leaders from great ones is active listening. They pay close attention to what their team members are saying, ask questions for clarity, and consider different perspectives. By genuinely engaging with their team, leaders demonstrate empathy and respect, fostering an environment where everyone feels heard and valued.

Encouraging Open Communication

Leaders who prioritize open communication create an environment where team members feel comfortable sharing their thoughts, ideas, and concerns. This approach allows for better collaboration and helps prevent misunderstandings and miscommunications that can derail progress.

Empowering Team Members

Rather than micromanaging, effective leaders empower their team members to take ownership of their tasks and projects. By providing guidance, support, and resources, leaders create an atmosphere where individuals can grow, learn, and succeed. This approach not only leads to a more motivated and engaged team but also frees up the leader to focus on strategic decision-making and long-term planning.

Adaptability and Flexibility

Great leaders understand that change is inevitable, and they’re willing to adapt to new circumstances and challenges. They’re not afraid to alter their plans, pivot strategies, or even admit when they’re wrong. This flexibility not only sets an example for their team but also promotes a culture of continuous learning and improvement.

Emotional Intelligence

Leaders with high emotional intelligence (EQ) can effectively manage their own emotions and understand those of others. They can harness this understanding to inspire, motivate, and relate to their team members. By demonstrating empathy and self-awareness, emotionally intelligent leaders build strong relationships and create a positive work environment.

By prioritizing these essential skills, leaders create an environment of respect, empathy, and collaboration, fostering a culture of continuous learning and improvement. This approach not only leads to a more motivated and engaged team but also allows the leader to focus on strategic decision-making and long-term planning.

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Empower your team with the Brand Vision Workshop, foster brand loyalty, and drive sustained growth. The Brand Vision Workshop is a transformative team-building experience designed to unite your team in cultivating authentic brand lovers. Engage in interactive sessions, strategic discussions, and creative brainstorming to develop a powerful brand vision that resonates with your target audience. Bring us to shape the future of your brand, and turn your customers into passionate brand advocates. Learn more at www.cultbranding.com

May 1, 2023 by

The LA Rams are Back in the Lab with Breaking Bad

A setting like the NFL Draft, which is equal parts art and science, is ideal for the likes of Bryan Cranston and Aaron Paul, who play Walter White and Jesse Pinkman on the critically acclaimed television series Breaking Bad, to devise a winning strategy for the Los Angeles Rams as they prepare for this week’s crucial game. Not only does this TV commercial get people excited for what’s to come, but it also gives them a tantalizing sneak peek at the game they love. 

You can enhance your communication by using a similar strategy. Enjoy!

April 27, 2023 by

Why Does My Team Have Such a Hard Time Being Creative?

Have you ever said “We need some new ideas & fresh thinking” only to have your team looking back at you with that deer-in-the-headlights gaze? Being creative on demand is tough – especially when many people don’t think they’re creative in the first place.

Here’s a little secret: the skills that it takes to advance in corporate America don’t overlap very well with the skills that are taught to people pursuing more creative careers. You can achieve an entire MBA without ever once taking a theater class, or spending time in the art studio, or learning how to write in a way that moves hearts and changes minds. 

People are very aware of these gaps in their background. When they’re asked to come up with ideas, they do their best – but I’m sure you’ve been through more than one brainstorming session that produced three tired versions of the same lackluster idea. Inspiration, excitement, and brilliance are hard to come by.

What’s going on? Why do people have such a hard time being creative?

Lots of people think of creativity as an innate quality – an elusive trait that can only be found in a few gifted (and generally temperamental) few. They believe that you’re either born creative or you’re not, and if you’re not, there’s nothing you can do about it. 

But that’s not the case. Creativity is like any other human ability. The more you engage in focused practice, the stronger the ability gets. Right now you’re struggling to get your team to come up with creative ideas, but what would happen if you asked them to rearrange the office furniture? For some people, this type of physical activity is going to be extremely difficult – but for the employees you have that go to the gym on a regular basis, who work out to develop their muscles and strength, moving some tables and chairs is going to be easy – perhaps even effortless. 

People can train to become more creative, just like they can train to become more physically fit. In an ideal world, health experts say, we’d devote 150 minutes a week to moderately intense exercise. If your team devoted the same amount of time to strengthening their creative abilities, both the quality and quantity of ideas they can generate will increase. 

There are benefits in investing in your team’s creative abilities. 

Why is this important to you, as the leader of this business? Creative thinking immediately provokes thoughts of branding, marketing, and other public-facing aspects of the organization. The public appreciates creative messaging and experiences – and the more attention you can attract, the more customers you’ll convert and the faster the business will grow. 

But that’s only the tip of the iceberg. Creative thinkers are strong problem solvers. Equipped with the relevant knowledge and empowered to consider anything that makes the brand stronger and better, creative thinking can be used to overcome challenges, discover new processes, drive innovation and more. 

Creativity can also play a huge role in strengthening the culture of your organization. In terms of attracting and retaining talent, providing avenues for your team to develop and use their creative abilities pays significant rewards. This can be an important differentiator in competitive industries where the talent pool can be picky about where they want to spend the next few years of their lives. 

Long Story Short: You Can Train for Creativity, Just Like You Train for Anything Else

If you want your team to be more creative, you can either wait for inspiration to strike – the classic but not most reliable process – or you can give them the tools and techniques they need to become freer, more imaginative thinkers. 

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With over 20 years of experience as The Cult Branding Company, we’ve honed our strategies and methods to help companies identify their brand’s DNA, gain deep consumer insights, and understand the marketplace ecosystem. We are an independent agency that creates strong and provocative relationships between good companies and their customers. Visit us at www.cultbranding.com and unlock the secrets to building a brand that resonates with your audience and stands the test of time.

April 26, 2023 by

7 Essential Steps to Cultivate a Cult Brand Through Positive Company Culture

Building a cult brand is not only about creating a strong product or service, but also about fostering a positive company culture where employees thrive and contribute to the brand’s success. In this article, we will delve into seven reasons why focusing on a positive company culture is vital for leaders seeking to create a cult brand.

1. Positive culture elevates employee morale and satisfaction

A positive work environment empowers employees to be engaged, motivated, and productive, fostering a sense of meaningful work that is appreciated. This leads to improved relationships, teamwork, and collaboration, which are essential for a cult brand’s success.

Tip: Facilitate open communication, acknowledge employees’ contributions, and ensure everyone feels valued and heard.

2. Positive culture attracts top talent

An attractive workplace culture is key to drawing and retaining exceptional employees, who are often seeking a company that aligns with their values, offers growth opportunities, and provides a supportive work environment. By cultivating such a culture, leaders can assemble a strong and successful team that contributes to the cult brand’s growth.

Tip: Showcase your company culture in job postings and during interviews, ensuring potential employees understand your organization’s values and opportunities.

3. Positive culture fosters collaboration and innovation

A supportive culture encourages employees to be creative, take risks, and collaborate to develop new solutions and ideas. This innovative mindset can lead to breakthroughs and advancements that propel a cult brand forward.

Tip: Encourage cross-functional teamwork, create opportunities for collaboration, and acknowledge innovative contributions.

4. Positive culture enhances employee retention

A sense of purpose and fulfillment in a positive culture leads to improved job satisfaction and higher retention rates. Employees who feel supported in their work are more likely to remain engaged and committed to the cult brand’s success.

Tip: Offer regular feedback opportunities, invest in professional development, and ensure employees feel valued in their day-to-day work.

5. Positive culture bolsters communication

In a supportive environment, open and transparent communication flourishes, resulting in improved understanding, collaboration, and reduced conflicts. A harmonious work environment where problems are resolved collectively contributes to the cult brand’s success.

Tip: Encourage regular check-ins, provide feedback opportunities, and give employees access to essential information.

6. Positive culture enhances brand reputation

Employees who feel appreciated will speak positively about the company, leading to an improved reputation. A positive workplace culture can attract top talent and help a cult brand remain competitive and successful.

Tip: Align company culture with brand messaging and values, and share stories about your culture and values with stakeholders.

7. Positive culture promotes personal and professional growth

Within a thriving culture, employees are motivated to learn, develop, and take on new challenges. This drive for continuous improvement benefits the cult brand as employees grow alongside the company.

Tip: Offer skill-building opportunities, encourage new challenges, and recognize individual growth and development.

Focusing on fostering a positive company culture is crucial for leaders aiming to create a cult brand. Open communication, employee recognition, growth opportunities, and consistent alignment of culture with brand values are key to achieving this goal. By concentrating on company culture, leaders can cultivate a successful cult brand that stands the test of time.

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With over 20 years of experience as The Cult Branding Company, we’ve honed our strategies and methods to help companies identify their brand’s DNA, gain deep consumer insights, and understand the marketplace ecosystem. We are an independent agency that creates strong and provocative relationships between good companies and their customers. Visit us at www.cultbranding.com and unlock the secrets to building a brand that resonates with your audience and stands the test of time.

April 19, 2023 by

Embrace the Wild: Hornbach’s Eco-Friendly Gardening Campaign for a Greener Tomorrow

Hornbach, a European DIY and garden chain, has launched a new advertising campaign encouraging gardeners to let their gardens run wild this year. The campaign promotes the idea that allowing nature to take its course is one of the best ways to ensure a healthy garden. The tagline of the ad, “Lass die Natur mal machen” which translates to “Let nature do its thing,” aims to challenge traditional notions of garden perfection and inspire gardeners to embrace a more sustainable approach. 

Challenging the status quo is a great way to message against your category. What norms can your advertising message break that will surprise and delight your customers?

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With over 20 years of experience as The Cult Branding Company, we’ve honed our strategies and methods to help companies identify their brand’s DNA, gain deep consumer insights, and understand the marketplace ecosystem. We are an independent agency that creates strong and provocative relationships between good companies and their customers. Visit us at www.cultbranding.com and unlock the secrets to building a brand that resonates with your audience and stands the test of time.

April 18, 2023 by

No Apologies: What’s Interesting About Pepsi’s New Logo

Pepsi is celebrating 125 years in business with a new logo. It’s good to keep the visual identity fresh – always a challenge with a legacy brand – but what I think is especially interesting is the language Pepsi leadership is using to describe the change. 

“Unapologetic” is the word that keeps cropping up. For a while, the brand was playing with the “Is Pepsi OK?” phenomenon experienced in restaurants, but now the tone is different. Mauro Porcini, PepsiCo’s chief design officer, explained that the new logo takes everything people love about Pepsi’s past to create a bold, confident look for the future. 

Classic elements of Pepsi’s identity are presented in a nostalgia-inspired red, white and blue round with a newer darker color scheme – all the surrounding black is a nod to Pepsi Zero Sugar, the current star beverage – with the logo centered in black. The font is much bolder and more aggressive than the previous version: this is a soft drink not ashamed to command your attention.

I think it will be successful. It’s never a bad time to be proud of who you are – and that’s a message Pepsi’s target market of teens and young adults understands and appreciates. But I’d love to hear your thoughts – do you like the new logo & the storytelling behind it? What would you do differently if you were in charge of this decision? Let me know!

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With over 20 years of experience as The Cult Branding Company, we’ve honed our strategies and methods to help companies identify their brand’s DNA, gain deep consumer insights, and understand the marketplace ecosystem. We are an independent agency that creates strong and provocative relationships between good companies and their customers.

April 9, 2023 by

IBM: What if you could remaster The Master’s fan experience?

IBM’s “What If?” campaign highlights the importance of asking big questions and exploring the possibilities of technology solutions. IBM invites its customers to challenge the status quo that drives innovation within its organization. In addition, the visually appealing and playful design communicates a complex concept engaging and comprehensibly to its intended audience.

April 7, 2023 by

You Might Just Be a Cult Brand…

The idea that a Texas grandma planned a fun family vacation for her grandkids is hardly newsworthy – but the idea that the theme for this trip was to visit every Buc-ee’s in the state made the pages of Southern Living.

One week, five grandchildren, 36 Buc-ee’s: it was certainly an event. Judy Martin took the kids -ages 3 to 8 – 1,600 miles in a mini-van she’d decorated with a special vinyl checklist decal documenting which Buc-ees they’d been to; there was an entire Facebook group of family and friends following the adventure online. Souvenir group photos were taken at each stop. And when the power went out at one Buc-ee’s, according to Martin, it just added to the adventure. 

I think it is fair to say Martin is a Brand Lover – the passionate, devoted fan that has a stronger-than-average connection with the brand they care about. Did I mention that her vacation also included a stop at Buc-ee’s corporate headquarters?

Would Someone Plan An Epic Family Trip Around Your Brand?

Maybe you love Beaver Nuggets, maybe you don’t – but it’s hard to argue with the idea that Buc-ee’s is definitely a Cult Brand. Any organization can create events for its customers, but customers crafting events to celebrate a brand is another level entirely.

Do you have customers who would love to see your corporate headquarters? So much so that they consider it a highlight of their precious family vacation time?

We see tourists doing exactly that at the Googleplex and Apple Park; Harley-Davidson offers factory tours at three facilities, including a Steel Toe factory floor tool that must be booked in advance. Brand Lovers are drawn to the source. They’ve been to where the magic happens; now they want to see where it originates. 

This is one of those odd-but-useful metrics brand builders should keep an eye on. Are your customers exerting special efforts to interact with your brand? How often does this happen? If you are getting visitors, what is that experience like for them? 

If you take the time to read the Southern Living story about Judy Martin, you’ll see she describes the Buc-ee’s headquarters as being unassuming and like a big house – terms that have meaningful positive associations with southern Living’s readership, which beautifully overlaps Buc-ee’s target market. 

I’d love to hear your thoughts, both about what it’s like having customers visit your offices and what facilities or headquarters you yourself would like to visit. Any point where there’s a desire to deepen the connection and better understand the people behind the brand is a demonstration of Cult Brand potential.

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With over 20 years of experience as The Cult Branding Company, we’ve honed our strategies and methods to help companies identify their brand’s DNA, gain deep consumer insights, and understand the marketplace ecosystem. We are an independent agency that creates strong and provocative relationships between good companies and their customers.

April 5, 2023 by

Don’t Look Down! Macpac’s Ad Leaves You Trembling With Laughter

The ad by Macpac showcases a humorous and absurd situation with a deadpan delivery that captures attention and creates a memorable impression. The ad also does a great job of showcasing the features and benefits of the product they are offering. Learn to develop creative and engaging brand stories that resonate with your target audience and showcase the benefits of your products in a fun, creative way.

Don’t forget about the power of creative storytelling.

March 29, 2023 by