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BJ Bueno

Brand–Culture Alignment: Delivering on the Promise from the Inside Out

“Are we delivering on our brand promise at every customer touchpoint—from the inside out?”

This is the question smart CEOs are asking.

Because no matter how inspiring your brand story is, how slick your campaigns are, or how bold your customer promise may sound—it all breaks down if your internal culture doesn’t live it.

Let’s be blunt:

Customers don’t experience your mission statement. They experience your people.

And if those people aren’t aligned, inspired, and empowered, the brand promise will always ring hollow.

So what does it take to build real alignment between brand and culture?

Understand That Culture Is the Brand Delivery System

The Cult Branding Workbook makes this clear: A brand is not just a message—it’s a co-authored experience. You set the intention. The customer defines the meaning.

But that intention? It lives or dies inside your organization.

  • Your culture drives behavior.
  • Behavior drives experiences.
  • And experiences define your brand in the customer’s mind.

Brand ≠ Marketing.
Brand = Culture in Action.

If your front-line team doesn’t know your Brand Lover—or worse, doesn’t care—you don’t have a cult brand. You have a broken promise.

Identify the Internal Misalignments Early

Many CEOs sense the drift:

  • The customer service that used to feel warm now feels robotic.
  • Remote teams don’t embody the same energy.
  • New hires onboarded in a rush miss the deeper “why.”
  • Teams post-merger feel like they wear different jerseys.

This is what we call internal brand leakage.

To fix it, the Cult Branding Workbook recommends a “Sell-In” process:
Before you launch the brand out there, make sure it’s fully lived in here.

Ask yourself:

  • Do our teams understand who our Brand Lover is?
  • Can they describe the emotional need we fulfill?
  • Do they see how their role impacts that promise?

If not, you’ve got a values vacuum—and no campaign will fix that.

Scale Culture Without Losing Soul

As you grow, alignment becomes exponentially harder.

Whether you’re hiring quickly, integrating new teams post-acquisition, or shifting to remote work—your culture is either scaling by design or eroding by default.

Cult Brands do this differently.

They don’t rely on a mission poster in the breakroom. They:

  • Codify the Brand-Lover Statement so every employee knows who they serve.
  • Create internal rituals that reinforce core values.
  • Make customer feedback visible and actionable, showing the impact of great (or failed) brand moments.
  • Invest in training, storytelling, and emotional intelligence—not just systems and scripts.

They design their operating culture around delivering emotional value, not just functional performance.

Culture is the Hidden Differentiator

In saturated markets, where products are equal and prices are transparent, your culture becomes your secret weapon.

Think of Southwest Airlines: the “freedom to move about the country” isn’t a tagline—it’s a cultural truth supported by every team member, from pilots to baggage handlers.

Or Zappos: they don’t just deliver shoes—they deliver delight, because their culture empowers people to go above and beyond, without a script.

If your employees feel respected, inspired, and clear on the “why,” they will naturally become the best carriers of your brand.

You don’t get aligned once. 

You stay aligned continuously.

That means:

✅ Constant communication
✅ Regular storytelling around customer wins
✅ Rituals that reinforce values
✅ Hiring and recognition tied to the brand promise

When the brand and culture move in unison, magic happens:

  • Customers feel the difference.
  • Employees become evangelists.
  • Loyalty grows. Revenue follows.

Ask yourself today:

“If I called five random employees, could they tell me what we stand for—and how they live it?”

If the answer isn’t a resounding yes, it’s time to align from the inside out.

Need help bridging the gap between brand and culture?

We’ve helped build unbreakable alignment for organizations navigating growth, transformation, and change.

Let’s talk:

✉️ [email protected]

August 3, 2025 by

Differentiation in a Saturated Market: How Cult Brands Win Where Others Fade

In today’s noisy, choice-rich economy, CEOs are losing sleep over one pressing concern:

“Why should anyone choose us over the competition—and stay with us?”

With price wars, mature categories, and advertising overload, simply having a “better product” isn’t enough. Consumers aren’t just buying features anymore. They’re buying meaning, connection, and identity.

So how do some brands not only stand out but rise above the noise to become irreplaceable?

They don’t just differentiate—they transform into Cult Brands.

Let’s explore how.

From Demographics to Devotion: Discover Your Brand Lover

Most brands define their audience by segments and personas.

Cult Brands go deeper. They seek out their Brand Lover—that irrationally loyal customer who would never dream of switching.

In the Cult Branding Workbook, we ask:

  • Who loves you the most?
  • What are they truly buying from you (beyond the product)?
  • What emotional or symbolic role do you play in their lives?

Brands like Harley-Davidson or Apple don’t win because they appeal to everyone. They win because they obsess over serving their most passionate customers better than anyone else ever could.

This is your first step in building meaningful differentiation:

🎯 Don’t target—serve with intensity.

Fulfill Higher Human Needs, Not Just Market Demand

Differentiation doesn’t live in product specs. It lives in the hearts of customers.

Using Abraham Maslow’s Hierarchy of Needs (a central idea in the workbook), we see that most brands address lower-level needs: convenience, price, speed.

But Cult Brands live higher in the pyramid:

  • Belonging → “I feel like I’m part of something.”
  • Esteem → “This brand makes me feel confident and proud.”
  • Self-Actualization → “This brand helps me become who I want to be.”

Think Patagonia. Their jackets aren’t just warm—they represent a lifestyle of activism and conscious living.

If you want to build loyalty instead of just awareness, your brand must become a tool for identity and transformation.

Own Your “Look, Say, Feel”

Most marketing tries to push attention.

Cult Brands attract by delivering a consistent sensory and emotional experience across all touchpoints:

  • Look → What visuals represent your promise?
  • Say → What words carry your brand’s belief system?
  • Feel → What emotional tone do customers pick up on instantly?

This “Look, Say, Feel” framework from the workbook ensures your brand isn’t just seen—it’s felt.

A Cult Brand doesn’t just have a logo. It has a vibe.

Here’s where most brands fall short.

They think of customers as individuals.

Cult Brands think of them as tribes.

They invest in creating rituals, shared experiences, events, forums, and feedback loops. They create spaces where customers connect with each other, not just with the brand.

From Jimmy Buffett’s Parrotheads to Apple product launches to Harley-Davidson bike rallies—these are more than marketing. They’re movements.

Community isn’t a nice-to-have. It’s the ultimate loyalty engine.

Sell-In Before You Sell Out

Before you communicate your brand promise to the world, make sure your team believes it.

One of the most overlooked aspects of brand building is internal alignment.

From the front desk to product development, every team member must understand:

  • Who the Brand Lover is
  • What emotional needs you’re fulfilling
  • How their daily role impacts that experience

Cult Brands turn every employee into a brand ambassador. Culture is the delivery mechanism of differentiation.

If you want to escape commoditization, the answer isn’t louder ads or clever taglines. It’s building a relationship that only you can offer—because it’s based on who you serve, how you serve, and why it matters emotionally.

To recap, here’s the Cult Branding formula for differentiation:

✅ Know your Brand Lover
✅ Fulfill higher human needs
✅ Deliver a consistent look, say, and feel
✅ Create community
✅ Align your internal culture to serve the Brand Lover

When you build around these ideas, you stop being one of many—and start being the only one that matters.

August 1, 2025 by

The Schwab Strategy: How to Build a Brand People Actually Trust

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 title of #1 Overall Broker from StockBrokers.com. It’s not their first time in the spotlight—far from it. They’ve been recognized by Investor’s Business Daily as a Best Online Broker for twelve consecutive years, and were recently ranked #1 Most Trusted Bank as well. These aren’t just trophies to hang on the wall—they’re signals that Schwab is doing something right, not just as a brokerage, but as a brand.

And that’s where the real lesson lies.

If you’re leading a business today, Schwab offers a clear example of how to build a brand that doesn’t just perform—it endures. It starts with something we often talk about but rarely execute well: trust. Trust, it turns out, is the real differentiator in modern business. When Schwab is called the most trusted bank, that’s not just a compliment. That’s a moat. It protects their business and gives customers a reason to stay—even when competitors try to undercut or outspend them.

Schwab also reminds us that loyalty today isn’t earned through clever advertising or short-term perks. It’s built on clarity, simplicity, and a deep understanding of what real people actually need. Their top rankings across categories like mobile trading, research, and ease of use tell us something important: Schwab is paying attention to how customers think—and more importantly, how they decide.

This goes beyond customer service. This is behavioral design. It’s about removing friction, creating flow, and showing up at exactly the right time in the decision-making journey. Most companies talk about being “customer-first,” but Schwab proves it by making every part of the customer experience feel intuitive and reassuring.

And let’s not forget consistency. In an age where brands try to reinvent themselves every 18 months, Schwab’s success is a reminder that steady wins the race. They’ve shown up for twelve years and counting—not because they’re trendy, but because they’re dependable. It’s easy to overlook how rare that is in today’s marketplace, where so many brands are chasing whatever’s hot on social media.

Even the way Schwab handles their marketing tells a story. Rather than shouting from the rooftops, they quietly license and share their accolades—letting third parties do the talking. It’s smart. People trust endorsements more than they trust ads, and Schwab knows that.

All of this adds up to something we don’t talk about enough: brand character. Schwab has built a business around being calm in the storm. They’re not trying to be flashy. They’re trying to be useful. And in today’s high-stakes, low-trust marketplace, that’s not just admirable—it’s strategic.

So what can we learn from Schwab? 

That trust is earned, not claimed. 

That a simple, seamless experience speaks louder than clever messaging. That consistency is more powerful than charisma. And that if you truly serve your customers, they’ll keep choosing you—even when they have countless other options.

In a sense, Charles Schwab is showing us the blueprint for brand building in 2025. It’s not about doing everything. It’s about doing the right things well, again and again, until your customers start telling the world, “This is the brand I trust.”

That’s the kind of marketing that never goes out of style.

July 25, 2025 by

Putting Customers First (No, Really)

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 title.

Because while a lot of companies say they put customers first, very few actually do it in a meaningful, consistent, soul-level kind of way.

This book is about what it really takes to lead with customers at the center of everything—and the extraordinary results that follow when you do.

What Customers First Is Really About

Let’s be honest: “customers first” sounds like a slogan. It’s been printed on walls, websites, and team t-shirts.

But the truth is—putting customers first isn’t a phrase. It’s a philosophy.
It’s a culture. A mindset. A daily discipline.

This book helps leaders break through the lip service and build organizations that truly prioritize people—their needs, their emotions, their experiences, their dreams.

It’s not about being perfect. It’s about being real.
And it’s about building trust at every touchpoint.

What You’ll Learn in Customers First

✅ How to identify your Brand Lovers and what they really want
✅ Why customer-centric thinking needs to start at the top (yes, you, CEO!)
✅ The difference between service and serving
✅ How internal alignment = external excellence
✅ The key emotional drivers behind long-term loyalty
✅ How to create company-wide rituals that reflect your love for your customer
✅ What happens when your team becomes your first customer

My Favorite Truth From the Book:

“People love companies that love them.”

It really is that simple.

Customers want to feel seen.
They want to be appreciated.
They want to believe that the brands they support would go the extra mile for them—and not just when it’s convenient.

When your team genuinely puts the customer first, the customer puts your brand first. It’s not magic—it’s just human.

Why This Book Still Feels Urgent

Today’s consumers are smarter, faster, and more empowered than ever.

They can sniff out fake empathy in a second. And they’re not afraid to walk away from brands that don’t walk their talk.

Customers First isn’t about checking boxes—it’s about building deep emotional trust that makes people want to stick around, spend more, and tell their friends.

If you want to future-proof your brand, start here.

If you’re serious about building a customer-first culture—let’s talk about how I can help. Whether it’s a workshop, keynote, or consulting partnership, I’d love to support your journey.

Your customers are waiting. Let’s show them they come first.

Onward,
– BJ

July 22, 2025 by

Why We Talk: The Secret Behind Word-of-Mouth (and How to Earn It)

👋 Hey Cult Branding fam—it’s BJ Bueno again.

Today, I want to talk about something we all know is powerful… but rarely understand deeply: word-of-mouth.

Why do some brands get talked about constantly—while others get ignored?

That’s the question I set out to answer in my second book:

Why We Talk: The Truth Behind Word-of-Mouth.

If you’ve ever wondered how to get your customers to spread the word naturally, without begging or bribing—this one’s for you.

The Big Idea Behind Why We Talk

When I wrote Why We Talk, I wasn’t just thinking about marketing—I was thinking about human nature.

We’re wired to talk.
We’re wired to share stories.
And we’re wired to connect with people through the things we love.

The brands we talk about aren’t just “cool.” They’re emotionally meaningful. They help us say something about who we are. They give us stories to tell. They make us feel smart, special, inspired—or even part of something bigger.

That’s what fuels real word-of-mouth.

Not gimmicks. Not giveaways.
Just real emotional value.

What You’ll Learn in Why We Talk

This book takes you deep into the psychology of sharing—why people pass things along, what gets remembered, and how your brand can become something worth talking about.

You’ll learn:

✅ How to turn your customers into natural storytellers
✅ What brain science says about why we talk (hint: it’s not just logic)
✅ Why managing expectations is crucial—and how to exceed them
✅ How to create “surprise moments” that people can’t help but share
✅ Why you need to stop “pushing” your brand and start creating moments of wonder
✅ The three types of conversations that build reputation—and how to spark them

One of My Favorite Concepts: The Magic Trick 🎩

In the book, I talk about how a great brand experience is like a magic trick.

There’s a setup (what people expect),
Then there’s a surprise (what actually happens),
And in that moment—when the impossible feels possible—something unforgettable occurs.

That’s where word-of-mouth lives.

Want to be talked about?
Start creating magic.

Why This Book Still Hits Hard Today

In a world flooded with content, ads, and noise, Why We Talk reminds us of a simple truth:

People don’t share what’s boring.
They share what moves them.
What makes them feel? What makes them go, “You’ve gotta hear this…”

If you want your brand to grow organically, this book gives you the roadmap.

And if you want help creating experiences and moments that get people talking, let’s chat.

Word-of-mouth isn’t just a marketing tool—it’s a human connection strategy.

Talk soon,

– BJ

July 20, 2025 by

Why The Power of Cult Branding Still Matters (Maybe More Than Ever)

👋 Hey friends, it’s BJ Bueno here.

First off—welcome to all the new readers joining our Cult Branding community! I’m really glad you’re here. Every once in a while, I like to take it back to where this whole journey started for me: my first book, The Power of Cult Branding.

It’s wild to think it’s been over 20 years since this book came out. And yet, the ideas inside are still helping brands (big and small) turn customers into passionate, loyal fans.

So if you’re new to the concept of “cult branding” or just wondering what all the fuss is about, this post is for you.

So… what IS The Power of Cult Branding?

Great question.

This book started with a simple question:
Why do some customers tattoo brand logos on their bodies… while others barely remember where they shopped last week?

The answer?
It’s not about price. Or convenience. Or even product quality.

It’s about belonging.
It’s about identity.
It’s about how a brand makes people feel—about themselves, their values, and their community.

The Power of Cult Branding is a deep dive into what makes brands like Harley-Davidson, Apple, Vans, and Oprah more than just businesses. They’re movements. They’re tribes. They’re part of people’s lives.

What You’ll Learn in the Book

This book is practical and personal. You’ll find case studies, frameworks, and tons of real-world stories. But most importantly, you’ll learn:

✅ Why traditional marketing often fails—and what to do instead
✅ How to discover and serve your Brand Lovers
✅ The 7 Golden Rules shared by every Cult Brand
✅ How to build emotional bonds that go way beyond transactions
✅ Why your customers want to join, not just buy
✅ What it really means to put your customers first

This isn’t a “how to go viral” book. It’s a “how to build something meaningful and lasting” book.

The 7 Golden Rules of Cult Branding (A Sneak Peek)

Just to give you a taste, here are the 7 big takeaways:

  1. Customers want to be part of a group that’s different
  2. Cult Brand leaders are courageous (they zig when others zag)
  3. Cult Brands sell lifestyles—not just products
  4. They listen deeply to their best customers
  5. They build communities, not just companies
  6. They’re radically inclusive and open
  7. They draw strength from opposition and champion personal freedom

Why This Book Still Hits Home Today

In a world of algorithms, short attention spans, and endless ads, The Power of Cult Branding reminds us of something deeply human:

People crave connection.
They want to be seen, heard, and valued.
And they will go out of their way to support brands that make them feel that way.

That’s what Cult Branding is all about.

If your team is exploring how to apply these ideas—whether through a workshop, retreat, or deep-dive strategy session—reach out. This book has been the launchpad for some incredible brand transformations.

📩 Let’s connect: [email protected]

Here’s to building brands people believe in.

– BJ

July 18, 2025 by

52 Things You Can Learn From My Books (Hi, I’m BJ!)

Hi there—it’s me, BJ Bueno 👋

If you’re new here—welcome! We’ve had a lot of new subscribers recently, and I just wanted to take a moment to say hello and introduce myself.

I’m the founder of The Cult Branding Company and the author of a few books you might’ve heard of (The Power of Cult Branding, Why We Talk, Customers First, and The Cult Branding Workbook). For over two decades, I’ve worked with some incredible brands—Wellings, Coca-Cola, Vans, Apple, you name it—to help them build deep emotional bonds with the customers who love them most.

If you’re here, you probably care about building more than just a brand—you want to build a brand that matters. That people talk about. A brand people want to join.

So to help you get started (or re-inspired), I’ve pulled together a quick, fun list of 52 bite-sized takeaways from my books. Think of them as weekly nudges, one for every week of the year.

Let’s dive in 🧠🔥

52 Cult Branding Truths You Can Actually Use

  1. Loyalty isn’t a strategy—it’s the outcome of purposeful, ethical actions.
  2. Don’t ask to be liked. Be loved—through shared values, not just features.
  3. Products are items. Cult Brands are movements rooted in belief.
  4. Cultivate belonging with immersive experiences.
  5. Your brand lives in hearts—not headlines—through emotional resonance.
  6. Want fast growth? Consistently exceed expectations—real and personalized.
  7. Word of mouth isn’t marketing—it’s human psychology at work.
  8. Surprise sparks stories. Stories spark loyalty.
  9. Brands should mirror customers—not shout above them.
  10. Emotionally engaged customers deliver 150–300% more lifetime value.
  11. Rituals give meaning. Design a few.
  12. Help people become who they aspire to be.
  13. Connection > reach. Depth beats size.
  14. Your brand isn’t a logo. It’s a relationship and a promise.
  15. Want loyalty? Demonstrate loyalty first.
  16. Purpose isn’t fluff—it’s your identity compass.
  17. Trying to please everyone = pleasing no one.
  18. Prioritize your Brand Lovers—serve them well.
  19. Don’t compete. Transcend through unique values.
  20. Indifference kills—engagement saves.
  21. Shared language builds tribe-level identity.
  22. Loyalty is identity-based. Make them proud to buy.
  23. Embrace opposition—it sharpens your identity.
  24. Action tells the truth. Behavior > surveys.
  25. Community requires ethical stewardship.
  26. Embrace what makes you weird—it’s your strength.
  27. Clarity builds trust.
  28. Master one emotional need—then nail it every time.
  29. Customers crave progress—not just products.
  30. Invest in relationships—play the long game.
  31. Your culture is your brand—internally and externally.
  32. The best ad? A memorable experience.
  33. Authenticity isn’t a style—it’s a true story.
  34. Loyalty = trust + time + meaning.
  35. Don’t market at them—co-create with them.
  36. The messy middle is where preference is decided.
  37. Function is expected. Connection is differential.
  38. Every brand needs a myth to live in.
  39. Be useful, human, and unforgettable across all channels.
  40. They’re already talking—give them something worth saying.
  41. Ask: When people own our brand, who do they become?
  42. Don’t chase attention. Earn affection.
  43. If it doesn’t feel different, it isn’t different.
  44. Offer freedom and belonging.
  45. Listen hard. Then act boldly.
  46. Culture is branding in action—ensure it’s felt everywhere.
  47. Transactional thinking blocks transformation.
  48. Customers won’t join if your team won’t—empower them first.
  49. Give your audience a role—in stories, communities, movements.
  50. The best loyalty program? A sense of meaning and purpose.
  51. Your brand is a promise—deliver it consistently.
  52. Want love? Love them first—through empathy, service, and respect.

Let’s Work Together (Or Just Say Hi!)

If this list speaks to you, and you’re ready to take your brand—and your customer connection—to the next level, we should talk.

✅ Executive strategy sessions
✅ Keynotes & workshops
✅ Deep-dive consulting that helps you build real, long-term loyalty

Email me anytime: [email protected]
Or just reply to this post and say hi—I love hearing from you.

Let’s build something people believe in.

With gratitude,

– BJ

July 15, 2025 by

🔥 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

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