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Branding

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

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