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Creativity

What £1.8 Billion in Ad Spend Teaches Us About Building a Cult Brand

We’ve always said cult brands are built on emotional connection, not just conversions. Now, the data backs it up.

A major new report, “Profit Ability 2: The New Business Case for Advertising,” was recently released, analyzing £1.8 billion in advertising spend across 141 brands and 14 sectors from 2021 to 2023. When presented, marketers sat silently, scribbling notes nonstop for an hour.

Here’s what stood out—and why it matters for CEOs serious about building long-term brand loyalty:

Long-Term Branding Delivers the Biggest Payoff

💡 60% of advertising impact comes from long-term brand building.
Sound familiar? 

That’s the same 60:40 rule from Binet & Field. The best ROI isn’t overnight. It’s over time.

Want a loyal customer base? Tell a compelling story. Build meaning. Be consistent. Harley, Apple, Nike—none of them scaled through short-term hacks.

Stop Thinking in Terms of “Performance Channels”

No channel is purely for performance or brand.
Instead, ask:

  • How fast do I need a payback?
  • What scale am I after?
  • How efficient is this channel for my goals?

Cult brands treat every media decision as strategic, not tactical.

Traditional Channels Still Win

TV. Print. Audio.
These came out on top in effectiveness. Yet brands are shifting away from them every year.

Want the insider move for startups? Use radio.
Affordable. Intimate. Mass reach. It’s a wide-open opportunity few are taking.

Know Your Category Dynamics

Don’t copy the biggest brand in another industry.
The research dives into how ad performance shifts by:

  • Gross margins
  • Innovation pace
  • Purchase cycles
  • Distribution strategy

Cult brands are self-aware. They build media strategies based on where they play—and how customers behave.

Bottom Line for CEOs:

This research confirms what we’ve seen for decades:
🧠 Long-term thinking creates brands people love.
💬 Performance comes from meaning, not manipulation.
❤️ Media works best when your message comes from the heart.

So—what story are you telling?

And are you giving it enough time to matter?

April 22, 2025 by

Want a More Effective Campaign? Start with a Laugh.

Over the past two decades, humor in advertising has quietly disappeared.

And that’s a big problem—because humor works.

According to WARC’s 2024 report, “What’s Working in Humorous Advertising,” the world’s most effective ad campaigns have one thing in common: they’re funnier.

Here’s why that matters to you:

  • 91% of consumers say they prefer brands to be funny
  • Effie-winning campaigns are 12% more likely to use humor
  • In IPA/Effie-winning ads, “Enjoyment” ranked as the second most common driver of effectiveness, right behind “Difference”
  • Humor correlates directly with metrics that move the needle: shareability, involvement, brand appeal, and even persuasion

Look at the data:
Campaigns that are “different from other ads” (72%) and “enjoyable” (70%) consistently outperform others in effectiveness. These qualities beat out more traditional attributes like persuasion (42%) or even relevance (45%).

When done well, humor makes brands more memorable, more likable, and—most importantly—more profitable.

So why do so many brands shy away from it?

Because humor is tricky. It’s culturally nuanced. It’s subjective. And if it flops, it can backfire.

But here’s the real insight: Humor is a creative risk—but it’s a strategic asset when it’s done thoughtfully. That means being:

  • Culturally relevant
  • Distinctive
  • Pre-tested (yes, always!)

The best-performing brands today don’t just play it safe. They play smart. They entertain. They engage. They connect through laughter—and they reap the rewards.

If your brand feels stuck in the sea of sameness, maybe it’s time to crack a smile—and let your campaign crack the market.

P.S. Want to see what bold creativity looks like in action (without sitting through another dull pitch deck)? Cult. Creative. is our latest live deck—packed with killer ideas, unforgettable ads, and zero dad jokes (okay, maybe one). View it in Google Slides—no downloads, just instant inspiration. [Request access here.]

April 20, 2025 by

Why Cult Creative Wins

There’s creativity—and then there’s Cult Creative. 

The kind of creative that doesn’t just market a product but moves people. 

The kind that becomes part of the cultural conversation. 

The kind that inspires loyalty not with discounts or gimmicks but with meaning.

At the heart of Cult Creative is a truth every marketing leader understands: 

Your brand is more than your logo or your product. 

It’s a story.

And if that story resonates deeply enough, it becomes part of your customer’s identity. 

That’s when you’ve built not just a business but a cult brand.

Storytelling a Strategic Advantage.

To understand the mechanics behind Cult Creative, we must go to the source—Joseph Campbell. Best known for his work The Hero with a Thousand Faces, Campbell revealed a structure common to all powerful stories: 

The Hero’s Journey.

This journey—the call to adventure, the crossing of thresholds, the trials, the transformation—is encoded in every blockbuster film, every timeless myth, and every brand that truly matters.

Nike doesn’t just sell shoes. It invites you to “Just Do It”—to step into your own heroic path.

Apple doesn’t just sell tech. It calls you to “Think Different”—to rebel, create, and transcend.

These brands use Cult Creative to turn customers into protagonists in their own epic.

Culture First

Cult Creative doesn’t begin with clever headlines. It starts with an understanding of the culture your brand lives in—and the identity your customer aspires to. It asks:

  • What transformation does our customer seek?
  • What role does our brand play in their personal narrative?
  • How can we consistently deliver messages, visuals, and experiences that guide them toward becoming who they want to be?

In Campbell’s framework, every hero needs a mentor—Gandalf to Frodo, Yoda to Luke. Your brand is not the hero. Your customer is. You are the trusted ally, the enabler of their quest.

At The Cult Branding Company, we’ve helped brands like Coca-Cola, Walmart and TradeStation use the principles of cultural storytelling to fuel growth and deepen customer devotion.

This isn’t just about advertising. It’s about alignment—between your internal culture, your external message, and the deeper emotional needs of your audience.

It’s not a campaign. It’s a movement.

If your brand’s story isn’t meaningful, memorable, and magnetic, your marketing budget is buying you noise, not influence.

But when you embrace Cult Creative—rooted in myth, rich in culture, and focused on transformation—you stop interrupting people with ads.

Instead, you invite them into an adventure.

And that’s a story worth telling.P.S. Loved this? Cult. Creative. is our latest live deck, packed with bold ideas and unforgettable ads to help your brand break through the noise. View it in Google Slides—no downloads, just instant inspiration. [Request access here.]

April 15, 2025 by

Your Customer is the Hero. Your Brand is the Guide.

A long time ago, we started telling stories.

Before we had words, we painted our stories on cave walls. 

Stories helped us make sense of the world before we could explain it. 

They still do.

We’ve been obsessed with stories ever since—not just for entertainment but for survival, meaning, and identity.

As marketers, many of us already understand that stories are powerful tools. 

Great brands like Apple, Coke, and Nike know how to use storytelling to captivate customers and create deep emotional resonance. 

But I believe the true power of the story goes even deeper.

Stories don’t just entertain—they reveal. 

They show us what matters to our customers. 

They expose motivations, fears, desires, and aspirations that no spreadsheet ever will.

And when we understand those inner stories, we can do more than sell—we can serve. 

We can become allies in our customers’ own journeys.

Our Brains Are Wired for Story

If you ask most people why they love stories, they’ll probably talk about escapism. But neuroscience tells a different story.

When someone watches a narrative unfold, their brain doesn’t behave like a passive observer—it lights up as if they are part of the action. We don’t just consume stories. We experience them.

And that experience matters. It means that when we craft brand stories well, we don’t just get attention—we generate empathy, involvement, and trust.

The Hero’s Journey: A Universal Blueprint

Joseph Campbell, a scholar of comparative mythology, spent his life studying global stories. What he found was astonishing: despite cultural differences, stories across the world shared a common structure—a recurring arc he called the monomyth, or hero’s journey.

The hero begins in an ordinary world. They face a challenge, cross into the unknown, and encounter trials. Along the way, they meet mentors and enemies. Eventually, they win a decisive victory, transform, and return with new wisdom.

Sound familiar? It should. It’s the blueprint for Star Wars, The Matrix, Harry Potter, The Lord of the Rings—and almost every top-grossing franchise of the last 50 years.

Why does this structure resonate so deeply? Because it mirrors the story we’re all living. The hero’s journey is your customer’s journey.

Your Customers Are the Heroes

Your customers aren’t waiting for your brand to save them. They’re already on a quest. They have struggles, hopes, and dreams. Your job is to understand what those are—and figure out how your brand can help them along the way.

Great brands know this. Apple gives customers the tools to express themselves and rise above the ordinary. Nike helps people transform into stronger, more disciplined versions of themselves. Harley-Davidson offers freedom from the status quo, even if only for a weekend ride.

These brands don’t just solve problems—they help people grow. They support their customers in becoming who they want to be.

Great Stories Are Built on Tension

Every great story starts with a problem. Without tension, there’s no reason to care. No reason to change.

What’s your customer’s core tension? What are they up against—emotionally, psychologically, spiritually? And how does your brand help them overcome it?

When you answer those questions with honesty and empathy, you don’t just gain insight. You gain purpose.

The Secret to Deep Consumer Insight

Consumer insight isn’t just about demographics or buying behavior—it’s about decoding the personal narratives your customers are living. It’s about understanding what they’re striving for, what they fear, and where they need help.

When you see your customers as heroes, you stop trying to control the story—and you start listening to it. That’s where the magic begins.

So I invite you to ask yourself:

  • What journey is your customer really on?
  • What stands in their way?
  • How can your brand be the unexpected ally that helps them triumph?

Answer those, and you won’t just gain market share—you’ll earn a place in your customer’s heart.

P.S. If this hit home, check out Cult. Creative. — our new live white paper on building culturally magnetic brands. No PDFs. Just inspiration, research, and iconic TV spots, all in Google Slides. [Click here to request access.]

April 13, 2025 by

How a Fictional Character Drove 62% Sales Growth

I’ve spent years helping brands build communities. 

And I’ve seen time and again that the brands winning today aren’t the loudest—they’re the ones that become part of culture.

One of the most powerful recent examples I came across didn’t involve a real spokesperson or influencer.. 

It involved an entirely fictional character from a Brazilian soap opera.

Yes, fictional.

Here’s what happened: A leading electric vehicle company, BYD, launched a national campaign in Brazil by embedding itself directly into a primetime telenovela. The brand hired a character—an imaginary chief creative officer—who developed in-show commercials for the brand. What made it remarkable is that those ads weren’t just part of the storyline—they were brought to life across real-world channels: TV, social media, retail displays, and even a major Brazilian variety show.

And it worked. 

The campaign led to a 62.3% increase in sales, a 23.6x return on ad spend, and a 45% jump in in-store visits.

I don’t share this to suggest you need to find the next soap opera to feature your brand. 

I share it because it illustrates a much deeper truth that every executive should understand:

Culture is the Gateway to Relevance

In Brazil, telenovelas aren’t just shows—they’re rituals. They’re part of the social fabric. The brand didn’t just advertise—it entered the story people were already telling themselves. That’s the kind of relevance money can’t buy.

Emotion Beats Promotion

The campaign didn’t lead with features or benefits. It led with a narrative. It made people feel something. When you strike the right emotional chord, people don’t just remember your brand—they welcome it into their lives.

Entertainment Is the Most Effective Advertising

Let’s be honest—most advertising today gets ignored. People scroll past it, skip it, block it. But give them something they want to watch, and they’ll lean in. That’s not a trend—it’s human nature.

Fiction Can Create Real Impact

It might seem odd to bet on a fictional spokesperson. But here’s the thing: meaning matters more than medium. The character symbolized creativity, hope, and progress—and that’s what the audience connected with.

Here’s my takeaway: People don’t talk about products. They talk about stories. And the brands that understand this—who participate in culture instead of trying to interrupt it—are the ones that grow.

At The Cult Branding Company, this is what we do. We help brands find their emotional center, build powerful stories, and earn a place in the hearts of their customers.

Because when you become part of the story, everything else follows.

Want to take this further? 

I can help translate these insights into your market, your audience, and your brand. 

Let’s talk.

P.S. If this resonated with you, don’t miss our latest white paper: Cult. Creative. It features cutting-edge research on building culturally magnetic brands in the age of distraction—plus a curated collection of some of the best TV spots ever made to inspire you and your team. You won’t download a PDF—you’ll view it live, right in Google Slides. Click here and request access to explore the work.

April 11, 2025 by

DUDE Wipes: The Power of Word-of-Mouth and a Dash of Humor

From one dude to another, have you heard the tale of DUDE Wipes? This brand is making waves—clean ones, of course—and their story is spreading far and wide. It’s a testament to just how powerful word-of-mouth marketing can be.

A buddy recently raved about DUDE Wipes, and after diving in, it’s easy to see why they’re crushing it. But this brand isn’t just about selling wipes; it’s about building something bigger—a movement, a vibe, and a community of dudes who appreciate humor, innovation, and a great product.

At the helm of it all is CEO Sean Riley, who’s not only focused on delivering a quality product but is also passionate about sharing advice to help other entrepreneurs grow their businesses. Talk about wiping away barriers to success!

What sets DUDE Wipes apart is their unique approach to branding. It’s the puns, the laughs, and the unfiltered fun they bring to the table. Whether it’s a clever tweet that makes you chuckle or a hilarious TikTok that gets shared a million times, this isn’t just a brand—it’s a vibe.

DUDE Wipes has mastered the art of making bathroom humor relatable and enjoyable. They’ve taken a simple product and infused it with personality, creating a wave of witty, bathroom-humor joy that resonates with their audience.

The takeaway? 

DUDE Wipes isn’t just cleaning up in their category—they’re redefining it. Their success shows the power of blending quality products with authentic branding, humor, and a strong community vibe.

December 15, 2024 by

Elevating Creative Projects Beyond the Written Brief

The journey from concept to completion is often paved with challenges and opportunities in creative work. 

Traditionally, this journey begins with a written creative brief—a document designed to guide and inform the creative process. 

However, the effectiveness of written briefs has been a topic of much debate. 

While these documents are born from the desire for efficiency, their role in fostering truly impactful creative work must be more precise.

The essence of successful creative projects lies not in the meticulous documentation of ideas but in the dynamic and engaging interactions between those who envision the project and the creatives who bring it to life. 

This post explores that the most successful creative work stems from a foundation built on written briefs rather than meaningful conversations and collaborations.

The Limitations of Written Briefs

Written creative briefs, while helpful, can inadvertently become a crutch for both the issuer and the receiver. For the issuer, there is a tendency to ‘dump’ everything onto the page—every thought, every guideline, every expected outcome. This can lead to a brief that’s more overwhelming than enlightening, obscuring the project’s core objectives beneath a pile of details.

For creatives, a detailed brief might seem like a treasure map, but it can sometimes limit the scope of their imagination. There is a risk of using the brief not as a springboard for innovative ideas but as a justification for delivering work that ticks boxes without transcending them. The true potential of creative work is not in fulfilling a checklist but in exploring the uncharted territories that lie beyond predefined boundaries.

The Power of Conversation

The most effective way to bridge the gap between vision and execution is through conversation. A dialogue between the project’s stakeholders and the creative team can do what a written brief often cannot—inspire, clarify, and energize. Conversations allow for the exchange of ideas in real-time, the clarification of doubts, and the discovery of new possibilities. They set the stage for success by defining clear goals and highlighting areas ripe for innovation.

Moreover, conversations are dynamic. They evolve as the project progresses, allowing for continuous feedback and adaptation. This flexibility is crucial in creative endeavors, where the outcome might be far from the initial concept. Recording these conversations ensures that every insight and instruction is preserved, providing a living document far more adaptable and useful than any written brief.

Building a Foundation for Success

Engaging in ongoing dialogue throughout the creative process is about more than just ensuring that everyone is on the same page. It is about learning, adapting, and adding value at every turn. It involves investing time and passion into the project, building relationships, and fostering an environment where creativity can flourish.

The message is clear: Stepping away from the crutch of written briefs can unlock a world of potential. By prioritizing direct communication, we can create a foundation for effective and genuinely exceptional creative work.

The journey from concept to reality in the creative world involves exploration and discovery. 

By embracing the power of conversation and collaboration, we can achieve successful outcomes imbued with innovation and passion. 

Set aside the written briefs and engage in the rich, ongoing dialogues that pave the way for remarkable creative achievements.

March 14, 2024 by

Mastering the Art of Audience Engagement: Lessons from a Disney Imagineer

Understanding your audience is more than a skill. 

It’s an art form and science. 

Marty Sklar, the past president of Disney’s Imagineering Division, shared a profound insight that beautifully encapsulates this art. 

He said, “Know your audience; wear your guests’ shoes, that is, don’t forget the human factor; organize the flow of people and ideas; create a ‘wienie’ (Walt Disney’s term for a visual magnet); communicate with visual literacy; avoid overload—create turn-ons; tell one story at a time; avoid contradictions—maintain identity; for every ounce of treatment provide a ton full of treat; keep it up.” 

Let’s explore what this means for you as a leader in your organization.

1. Know Your Audience:

Every decision, product, and communication must be tailored to your audience’s needs, desires, and interests. It’s about understanding their challenges, their pains, and their aspirations. This understanding forms the backbone of effective leadership and product development.

2. Wear Your Guests’ Shoes:

Empathy is crucial. Step into the shoes of those you serve. This isn’t just about understanding their needs but feeling their journey. This human-centric approach ensures your decisions resonate with your audience on a deeper level.

3. Organize the Flow of People and Ideas:

Efficient organization isn’t just about logistics; it’s about creating a seamless flow of ideas and people. This means fostering an environment where communication is fluid and collaboration is encouraged.

4. Create a Visual Magnet:

In Disney’s terms, a ‘wienie’ attracts attention. This could be your flagship product, a unique selling proposition, or a brand story. It’s about creating something that draws people in.

5. Communicate with Visual Literacy:

In a world dominated by media, the ability to communicate visually is paramount. This doesn’t mean just aesthetics; it’s about conveying your message clearly and engagingly through visuals.

6. Avoid Overload—Create Turn-ons:

Information overload is a real issue. The key is to provide enough to intrigue and inform, not overwhelm. This means prioritizing what’s important and making it engaging.

7. Tell One Story at a Time:

Focus is essential. Trying to tell too many stories simultaneously can lead to confusion. Stick to one narrative at a time to ensure your message is received loudly and clearly.

8. Avoid Contradictions—Maintain Identity:

Consistency in your messaging and actions builds trust. Contradictions can lead to confusion and a dilution of your brand identity.

9. For Every Ounce of Treatment, Provide a Ton Full of Treats:

Every interaction with your audience should leave them feeling enriched. This could mean providing exceptional value, unforgettable experiences, or insightful knowledge.

10. Keep it Up:

Consistency is key. It’s not about one-off achievements but about maintaining these principles consistently over time.

Embracing these principles from Marty Sklar offers more than just a roadmap for engaging with your audience. 

It provides a philosophy for impactful leadership and memorable branding. 

Integrating these insights into your strategy can transform how your organization connects with its audience, creating customers, loyal advocates, and a lasting legacy.

February 1, 2024 by

CocaCola’s Executive Luncheon

A few years back, I had the honor of being the keynote speaker at The Coca-Cola Company- executive luncheon. It was about unveiling a fun-fizzed campaign we brewed for 7-Eleven, shining the spotlight on the iconic Slurpee.

Amidst a crowded frozen drink scene, Slurpee stood out as a sip of spontaneous fun.

Our campaign idea?

Every slurp invites you to a world of spontaneity.

We dipped into the essence of Cult Branding, selling not just a drink but a lifestyle of spontaneous joy.

Echoing Jimmy Buffet’s mantra, we stirred fun into the brand narrative, making Slurpee not just a drink but a ticket to spontaneity.

Engaging with Coca-Cola’s visionaries, we explored how brands could blend with lifestyle, making every product a gateway to a fun-filled narrative.

The Slurpee brand is about spontaneous joy, reminding us that when a brand endorses a lifestyle, it resonates with like-minded individuals, and that’s how you start speaking to the heart of your most valuable customer.

Your brand lover.

November 27, 2023 by

Pixar’s Magic Storytelling Lessons for Every CMO

As a CMO, your job is to tell your brand’s story, making it resonate with your audience. So, why not learn from the masters of storytelling themselves – Pixar? Known for its heartwarming and memorable narratives, Pixar has revolutionized the art of storytelling. Here’s how Pixar’s storytelling tips can be translated into your marketing strategy:

Characters Over Successes:

Pixar believes the characters’ efforts are more admirable than their triumphs. This philosophy can be implemented in your brand storytelling. Highlight your brand’s struggles, challenges, and journey, making your brand relatable and human.

Audience First:

Pixar emphasizes creating interesting content for the audience rather than what’s fun to develop as a writer. As a CMO, always prioritize your audience’s perspective. Align your content and storytelling with your audience’s interests, needs, and aspirations.

Simplicity is Key:

“Less is More” – this applies to Pixar’s storytelling and your brand narrative. Avoid over-complicating your story. Keep your brand message focused, clear, and straightforward. Simplicity fosters comprehension and memorability.

The ‘Once Upon a Time’ Formula:

Consider Pixar’s simple yet effective narrative outline. It can serve as a useful blueprint for your brand storytelling, helping to create a compelling narrative that keeps your audience hooked from beginning to end.

Challenge the Comfort Zone:

Just as Pixar challenges its characters with their opposites, challenge your brand to venture beyond its comfort zone. This stimulates innovation and growth and creates engaging narratives of transformation and evolution.

Start with the End:

A clear vision of your end goal can guide your brand’s journey and narrative. It provides direction, helps maintain focus, and facilitates strategic planning.

Passion Fuels Narratives:

Pixar encourages storytellers to share narratives they’re passionate about. Likewise, your brand story should reflect the core values and missions that drive your passion. This creates an authentic and engaging narrative that resonates deeply with your audience.

No Work is Wasted:

All efforts, even those that don’t make it to the final cut contribute to the richness and depth of your brand story. Embrace this philosophy, valuing every idea, effort, and experiment as stepping stones in your brand’s journey.

Pixar’s guidelines serve as excellent guiding principles. However, storytelling is an art. So embrace these lessons, adapt them to your narrative, and watch your brand come alive.

July 17, 2023 by