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Branding

How Shake Shack Flipped The Burger Into a Cult Brand

Dear Visionary Executives,

In the vibrant tapestry of New York City, a visit to MoMA offers a feast for the senses, an immersion in groundbreaking art that challenges perceptions. 

During one such visit, I stumbled upon Shake Shack, and the experience left an indelible mark. 

The brand’s seamless juxtaposition of the classic and the contemporary mirrored the innovation I witnessed at MoMA. It was clear that Shake Shack had the essential ‘look, say, and feel’ of a cult brand in the making. 

This is a brief case study of how they harnessed that essence to become an icon in the fast-food landscape.

Elevating the Fast-Food Experience

Shake Shack, starting as a simple hot dog cart, has become a global gourmet phenomenon. It crafted its unique niche, not by clashing with titans like McDonald’s but by curating an unmatched fast-food experience at an accessible cost.

Forging a Cult Brand

Shake Shack’s cult brand rests on two pillars: a passionate internal culture and a dedicated customer base. With a focus on ‘enlightened hospitality,’ Shake Shack has nurtured an environment where staff flourishes, and patrons are drawn into a community of shared values.

Cultivating Community and Culture

The brand has become more than a place to eat; it’s a place to connect. This strategy has turned customers into brand champions, creating a sense of belonging beyond the dining experience.

Sustaining the Shake Shack Legacy

Shake Shack’s expansion is a testament to the enduring power of a brand that not only serves food but also serves the community. For those of us building a vision, it offers a blueprint for creating a brand that’s not just seen but fervently followed.

Warm Regards,

BJ Bueno

December 4, 2023 by

How Customer Data Drives Macy’s Private-label Evolution

In the ever-competitive retail landscape, building a solid private brand is more than just having a unique product. It’s about crafting a distinct identity that resonates deeply with your audience. Macy’s Chief Merchandising Officer, Nata Dvir, provides an inside look into their strategy and how they’re reshaping private branding to create cult favorites.

A Deep Dive into Customer Insights:

The recently launched On 34th, a womenswear label, exemplifies Macy’s renewed approach. Targeting women aged 30-50, this brand wasn’t just plucked from thin air. It was built on the bedrock of extensive customer research. 

Dvir shared, “Our brand emerged from over 100,000 online surveys, 35 days of digital community engagement, and countless hours of in-person store engagements.” This extensive groundwork ensures their products aren’t just trendy but honestly fill gaps in their customers’ lives.

Why Private Brands Matter for Retail Giants:

Private labels give retailers more than just another product on the shelf. Dvir emphasized, “It allows unparalleled oversight from design to distribution, ensuring quality and fit. Moreover, they foster loyalty and encourage repeat visits.”

Considering its potential, Macy’s has laid out an ambitious roadmap. “By 2025, expect four more private labels, each rooted deeply in customer research and serving a unique purpose,” says Dvir.

Evolving Brand-Retailer Dynamics:

For Macy’s, brand partnerships aren’t short-term. Dvir stresses long-range planning, sharing, “We look at where we want to be in the next 2, 3, 5 years. Our shared goals, be it sustainability or targeting specific customer segments, shape these partnerships.”

Riding the Waves of Customer Spending:

Every retailer faces challenges during economic downturns. However, Dvir believes a well-curated mix of products and private brands can cushion the blow. “They offer value to our customers and boost our profit margins. With the introduction of new brands, we will also be refining our existing lineup to streamline and enhance the shopping experience,” she adds.

Consistency is Key:

Dvir emphasizes the importance of a unified brand experience across all channels. Whether it’s in-store displays, online reviews, or marketing campaigns, consistency reigns supreme. It not only offers a seamless experience for shoppers but also galvanizes the internal teams. “When everyone, from leadership to ground teams, is focused on a clear set of priorities, it’s easier to navigate challenges and stay on mission,” says Dvir.

For CMOs looking to make their mark with private labels, Dvir’s approach at Macy’s offers valuable lessons. 

The core of it all? 

Deep customer insights, long-term partnerships, and unwavering consistency. 

In such a dynamic market, these might be the pillars for turning your private label into the next cult brand.

November 20, 2023 by

Decoding the Magic of Kroger’s Heartwarming Holiday Ad

In the realm of advertising, creating a lasting emotional impact is the holy grail for brands. 

This holiday season, Kroger, the Cincinnati-based grocer, seems to have mastered the art of tugging at heartstrings with its latest commercial. The ad, featuring a couple and the foreign exchange students they’ve hosted over the years, has sparked an emotional wave on social media.

The Emotional Connection:

At the heart of Kroger’s successful advertising campaign is the ability to forge a deep emotional connection with its audience. The commercial captures the essence of holiday warmth, love, and reunion. Viewers on social media platforms like X (formerly known as Twitter) expressed their emotional responses, with one person admitting, “It’s 7 am, and I’m hysterically crying at a Kroger commercial.” Such genuine, emotional reactions highlight the brand’s success in not just selling products but in embedding itself into the lives and emotions of its consumers.

Cult Branding at Play:

Cult branding is about more than just selling a product; it’s about creating a community and a sense of belonging. Kroger’s holiday commercial goes beyond showcasing grocery items; it weaves a narrative that resonates with the audience. Kroger taps into the universal themes of love, family, and togetherness. This narrative strategy transforms Kroger from a mere grocery store to a brand that people can connect with on a personal and emotional level.

By creating content that goes beyond the transactional nature of selling groceries, Kroger has succeeded in becoming a brand that people don’t just shop from but emotionally invest in. 

In the competitive landscape of holiday advertising, Kroger has managed to carve out a special place in the hearts of its consumers, proving that the real magic lies in cultivating a brand that people don’t just love but are emotionally connected to.

November 15, 2023 by

What You Can Learn From Taylor Swift’s PR Blueprint

In the illustrious realm of brand-building, there’s an unforeseen teacher: Taylor Swift. Beyond her musical genius, Swift emerges as a masterclass in strategic communication and brand cultivation. So, what nuggets of wisdom can branding leaders mine from Swift’s public relations acumen?

The Power of Values-Centric Messaging

Swift isn’t just a musical icon; she’s a storytelling savant. Her journey, from innocent tales of first loves to empowering self-love ballads, chronicles personal growth that resonates deeply with her audience. Such narratives, infused with shared values, not only anchor her original Swifties but also magnetize those who resonate with her ethos.

Take “You Need to Calm Down” as a case in point. More than a catchy tune, it’s a clarion call for social justice that led to surges in donations to GLAAD. Through music, Swift doesn’t merely entertain; she advocates, aligns, and resonates.

Deciphering Audience Pulse: The Heartbeat of Brand Connection

If Swift’s melodies are her soul, her acute audience understanding is her heartbeat. From her initial “Debut” album to the reflective “Evermore,” Swift has consistently mirrored her audience’s evolving life stages. This keen attunement, ranging from teenage quandaries to the complexities of young adulthood, establishes bonds that transcend mere fandom.

The digital age intensifies this connection. Swift’s authentic social media engagements pull fans into her universe, fostering a community where every retweet, share, and acknowledgment strengthens the bond. Moreover, Swift’s digital advocacy on artist rights and industry issues showcases her commitment to education and reform.

Embracing Change: The Blueprint for Timeless Relevance

In the ever-evolving world of branding, adaptability is king. Swift’s genius lies in her recalibration ability, ensuring her music and messages resonate with changing times. Her innovative initiatives, like the “Midnight Mayhem with Me” for her “Midnights” album release, demonstrate her penchant for pioneering in the digital realm.

Crafting a Legendary Legacy: The Swiftian Doctrine

To distill it, Swift’s PR prowess hinges on three pillars: anchoring messages in shared values, forging genuine fan relationships, and perpetually evolving. While her arena is music, the lessons are universal.

Branding maestros and corporate visionaries can glean invaluable insights from Swift’s strategy. At its core, cultivating genuine relationships and embodying authenticity are the keystones of indelible brand legacies. Embrace the Swiftian way and witness the transformation from a mere brand to a cultural phenomenon.

November 13, 2023 by

Top Brand Communities The C-Suite Should Draw Inspiration From

Buckle up because we’re diving into the world of thriving brand communities, and guess what? There’s a lot to learn and even more to get excited about!

Gymshark 🏋️‍♂️:

What’s cooler than wearing the trendiest gym gear? Being part of a fitness tribe that’s passionate not just about activewear but the lifestyle it represents. Gymshark’s pop-ups across the UK are not just about shopping; they’re about live classes, athlete appearances, and mingling with the Gymshark fam.

Charlie Hustle 🏀:

No, we’re not talking about a new dance move. This brand has harnessed the power of local pride, creating tees that showcase Kansas City’s love. And guess what? Their Communi-Tees line gives back to local causes, while their rewards program keeps fans engaged. Talk about a slam dunk in brand engagement!

Starbucks ☕:

Coffee and community, anyone? From calling their baristas ‘partners’ to their renowned Starbucks Rewards program, the coffee giant brews a sense of belonging with customers returning for more than just their caffeine fix.

Glow Recipe 🍉:

Beauty buffs, unite! With fresh, fruity skincare products, Glow Recipe isn’t just selling beauty products. They’re offering a lifestyle – think tutorials, interviews with boss babes, and a VIP program called Glow Miles. Radiance, anyone?

Disney 🏰:

Magic. Adventure. Dreams. We all know Disney for its enchanting tales, but they’ve also built a global community of die-hard fans who live and breathe Disney magic, from cosplay to park visits.

Polaroid 📸:

Ah, nostalgia! Polaroid isn’t just a camera brand; it’s a trip down memory lane. And with their loyalty program, they ensure that every snap and moment connects generations.

Lululemon 🧘‍♀️:

Athleisure isn’t just fashion; it’s a statement. Lululemon empowers its community to live an active lifestyle, from free yoga classes to its Affiliates and Creators program. Stretch, anyone?

Itzy Ritzy 👶:

The journey of parenting is beautiful, confusing, and everything in between. Enter Itzy Ritzy, a brand that offers baby essentials and creates a space for parents to share, learn, and grow together.

Building a passionate brand community is more than just about selling products. It’s about understanding your audience’s core values and crafting experiences that resonate with them. So, dear leaders, take a cue from these brands and steer your ship toward a more community-centric future.

Remember, in the world of branding, community is king.

November 1, 2023 by

The Ultimate Guide to Building Authentic Brand Communities

For every brand leader out there.

We’ve all heard the remarkable story of Harley-Davidson. From being on the brink of extinction in 1983, they became a global brand valued at $7.8 billion by leveraging the power of a brand community. What’s their secret? Let’s dive deep into the true essence of building and nurturing brand communities.

Why a Brand Community Matters More Than You Think

It’s Not Just Marketing; It’s Business.

Remember, your brand community is not just a fancy marketing tool. It’s a holistic business strategy. You’re on the right track when you frame it as a high-level strategy that supports business-wide goals.

Serve the People, Not Just the Brand

The best brand communities prioritize their members. These communities offer more than just brand affiliation. They provide emotional, social, and skill-based support, catering to their members’ diverse needs.

Crafting the Community Comes First

Building a robust brand community isn’t about putting the brand first. Instead, concentrate on crafting a meaningful community. The brand strength will naturally follow.

Vital Elements of Dynamic Brand Communities

Harness the Power of Shared Goals

Shared goals, values, or admiration for an individual can unite community members. Recognize these dynamics and integrate them into your brand’s community-building strategy.

Embrace the Conflicts

Yes, you heard that right! Communities are not about unanimous agreement. They’re defined by the ‘lines drawn in the sand.’ Harness these inherent conflicts to add a distinct character to your brand community.

Every Member Counts

A thriving community isn’t just about the vocal few. It’s about ensuring that every vocal or silent member feels valued and plays an active role in the community.

Balance Between Online and Offline

The allure of digital communities is undeniable, but remember the power of real-world interactions. Physical spaces like meet-ups, workshops, and gatherings can foster deeper community connections.

Relinquish Control, Foster Growth

One of the biggest misconceptions about brand communities is the need for control. Communities aren’t corporate assets to be micromanaged. They’re organic, dynamic entities belonging to their members. Instead of attempting to exert control, be a facilitator, a collaborator, and a co-creator.

In today’s digital age, where consumers crave authentic connections, brand communities offer a golden opportunity for brands to foster loyalty, drive engagement, and build long-lasting relationships. So, brand leaders, if you’re keen on building a community that resonates, remember – it’s all about the people, their shared experiences, values, and the sense of belonging they derive from being part of something bigger than themselves. Embrace it, nurture it, and watch your brand community thrive!

October 30, 2023 by

The Power of the Brand Community 

Hello, esteemed CEOs and CMOs!

Navigating today’s vast marketplaces can feel like aiming at moving targets. But what if there was a solution deeply rooted in the principles of cult branding? Introducing the Brand Community.

📌Why Your Brand Needs a Community:

Loyalty Multiplier: A brand community isn’t just about recognition. It’s about building an army of brand ambassadors who buy and believe in your brand.

Direct Engagement: Communicate directly with your most passionate users, gaining invaluable feedback and insights.

Brand Resilience: In an era where customer trust is hard to come by, communities can significantly bolster your brand’s defense against negative publicity.


📌Building Your Brand Community: 

Discover Your Identity: Before people believe in your brand, you must know what it stands for.

Set Clear Goals: Understand your community’s purpose and desired outcomes.

Pick the Right Platform: Whether it’s a forum, social media, or third-party platforms, choose where your audience thrives.

Consistent Engagement: The heart of a community lies in regular, meaningful interactions.


📌Success Stories:

Sprout Social’s The Arboretum: A thriving space for users and team members to interact, enhancing user experience.

LEGO Insiders: Gamification and loyalty rewards make this community a hub for LEGO enthusiasts.

Canva’s Facebook Group: Leveraging an existing platform, Canva offers assistance, tutorials, and a space for users to connect.

For those eager to propel their brand into the upper echelons of market dominance, the journey begins with building and nurturing your brand community. 

Harness the principles of cult branding and watch your brand transform from just another name into a movement. Dive deeper into the world of brand empowerment. 

Let cult branding guide your ascent. 🚀

October 25, 2023 by

What is a Brand Community and How to Build One?

When it comes to the power of branding, a tribe of loyal followers is a gold mine. The term ‘brand community’ might sound like jargon, but at its core, it’s about creating that tribe. So, what is a brand community, and how can your brand create one? Let’s dive in!

Defining a Brand Community

A brand community is a group of dedicated customers deeply connected to a brand, its values, and other community members. These are not just customers but brand advocates, loyalists, and ambassadors. They live and breathe the brand, talk about it passionately, and often play a crucial role in its growth and evolution.

Why is a Brand Community Important?

Loyalty: Brand communities foster an emotional connection between the brand and its customers, leading to increased loyalty.

Word-of-mouth: A strong community can become your most powerful marketing tool. Happy members become natural brand evangelists.

Feedback Loop: Engaging with your community means direct feedback to improve products, services, and strategies.

Long-term Growth: Community-driven brands often experience more sustainable growth due to the trust and loyalty they’ve cultivated.

Building Your Brand Community

1. Define Your Brand’s Core Values: Shared values are the bedrock of any brand community. What does your brand stand for? What is its mission? Make sure these values are clear and communicated consistently.

2. Engage and Listen: More than just broadcast messages is needed. Engage with your audience on social media, forums, and through events. Listen to their feedback, answer their queries, and make them feel heard.

3. Create Exclusive Experiences: Host special events, webinars, or early-access sales for your community members. Give them a reason to feel unique and valued.

4. Encourage User-Generated Content: Encourage your community to share their experiences, photos, and stories. This amplifies your brand’s reach and strengthens the bond among community members.

5. Foster Peer-to-peer Connections: Enable platforms or spaces where members can connect, discuss, and share. This could be an online forum, a Facebook group, or offline events.

6. Reward Loyalty: Recognize and reward your top advocates. This could be through loyalty programs, exclusive discounts, or simply highlighting their stories.

7. Stay Consistent: Building a community is not a one-time effort. Continue to nurture, engage, and grow with your community over time.

The Cult Branding Edge

At The Cult Branding Company, we believe that every brand has the potential to become a cult favorite. It’s not just about selling products; it’s about creating meaningful experiences, fostering genuine connections, and building a community that stands the test of time. 

If you want to transform your brand into a movement and your customers into loyalists, we’re here to guide you every step.

Remember, in the vast world of business, the brands that thrive are the ones that foster a sense of belonging. And in the end, it’s not just about products or services—it’s about people, passion, and community.

October 16, 2023 by

5 things you NEED to know about  branding:

1️⃣ “Be more than just a brand; be a culture, for everyone else has already taken the conventional route.” – Inspired by Oscar Wilde

2️⃣ “Your cult brand is the cornerstone of not just business, but of a dedicated community and legacy.” – Inspired by Tony Robbins

3️⃣ “Investing in your cult brand isn’t just business; it’s creating an ethos that echoes through time.” – Inspired by Steve Forbes

4️⃣ “Influential figures don’t just build brands; they cultivate cultures that resonate and inspire.”
– Inspired by Gary Vaynerchuk

5️⃣ “Your cult brand isn’t just what they discuss in boardrooms; it’s what passionate fans tattoo on their skin and preach in their circles.” – Inspired by Jeff Bezos

Which of these have caused you to reevaluate the impact of your brand? 🤔

October 9, 2023 by

Cult Marketing: The Art of Creating Devoted Followers

Definition:

Cult marketing refers to a strategy that seeks to create a strong, emotional, and passionate bond between a brand and its customers, akin to the connection between followers and a cult. Unlike traditional marketing, which may focus on broad appeal to a vast demographic, cult marketing targets a niche group of brand enthusiasts, turning them into fervent evangelists.

Examples from HBO’s Game of Thrones:

Deep, Relatable Narratives: Game of Thrones (GoT) created intricate storylines with complex characters. Fans saw themselves, their ambitions, and their fears in characters, forming deep emotional connections.

Engaging Content Beyond Episodes: From detailed maps of Westeros to family lineage trees, HBO provided fans with immersive content that extended beyond the show’s weekly episodes.

Interactive Experiences: GoT-themed events, pop-ups, and experiences like the “Iron Throne” tour allowed fans to physically immerse themselves in the show’s world.

Exclusive Merchandise: Limited edition GoT merchandise, from collectibles to apparel, allowed fans to wear their loyalty and further embed their identity within the GoT universe.

Examples from Apple Computer:

Distinct Brand Ethos: Apple’s “Think Different” campaign encapsulated a message of individualism and innovation, inviting users to see themselves as changemakers and visionaries.

Innovative Product Releases: Apple’s product launches are events in and of themselves. The aura around these launches, combined with genuinely innovative products, cultivates anticipation and loyalty.

Exclusive Ecosystem: With interconnected products and services, Apple has created an ecosystem where users feel a seamless and unparalleled experience.

Apple Stores: These aren’t just shops; they’re modern tech temples. The design, in-store experience, and Genius Bars provide Apple enthusiasts with a physical space to engage with the brand.

Cult Marketing Strategies and Tactics:

Craft a Compelling Narrative: Develop a brand story that resonates emotionally with your target audience.

Niche Targeting: Rather than casting a wide net, focus on a smaller, dedicated audience segment that can turn into brand evangelists.

Create Exclusive Experiences: Offer experiences, products, or content only your brand enthusiasts can access.

Encourage Community Building: Facilitate spaces (online or offline) where fans can come together to discuss, share, and celebrate the brand.

Engage Deeply: Interact with your community on a personal level, valuing their feedback, and involving them in brand decisions.

Consistent Brand Messaging: Ensure your brand’s core values and messages are consistent across all platforms and campaigns.

Foster Authenticity: Today’s consumers can see through hollow marketing ploys. Ensure your cult brand strategy is rooted in genuine brand values.

Harness the Power of Scarcity: Limited edition products or experiences can increase perceived value and desirability.

Leverage User-Generated Content: Encourage and showcase content created by your brand’s followers, making them feel valued and integral to the brand’s journey.

Continuous Innovation: Keep your brand and products fresh and relevant, ensuring your dedicated followers always have something to look forward to.

In essence, cult marketing is about forging deep emotional connections and turning casual customers into dedicated followers and evangelists. When executed with authenticity and respect for the audience, it can yield incredibly loyal fan bases, as seen with Game of Thrones and Apple.

BJ Bueno

October 4, 2023 by