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Cult Branding

Culture as a Competitive Advantage: The Hidden Power of Employee Loyalty

Company culture is often treated as an HR initiative, but cult brands recognize it as a profit driver. According to a LinkedIn Workplace Study, 79% of employees are more likely to stay at purpose-driven companies.

Why Employee Engagement Fuels Brand Loyalty

When employees believe in a company’s mission, they become brand advocates—driving both customer loyalty and company resilience.

Case Study: Salesforce – Culture as a Retention Magnet

Salesforce ranks among the top companies for employee satisfaction, thanks to its customer-first mission and commitment to diversity and innovation. This 93% employee satisfaction rate translates to a Net Promoter Score of 66, well above industry standards.

Case Study: Harley-Davidson – Employees as Brand Storytellers

Harley-Davidson didn’t just build a brand; it built a movement. Employees, from assembly-line workers to executives, embody the brand lifestyle—fueling authenticity and strengthening loyalty.

Building a Culture-First Brand Strategy

  • Align internal culture with external brand purpose: Employees should feel connected to the brand’s mission.
  • Create rituals that reinforce belonging: Company-wide traditions, exclusive internal events, and brand storytelling deepen emotional commitment.
  • Empower employees as customer advocates: Encourage social sharing, customer engagement, and internal ownership.

Is your company culture strengthening or weakening your brand’s long-term success?

4 Strategies to Develop a Coaching Mindset

A coaching mindset equips leaders to empower their teams, foster growth, and cultivate a culture of continuous learning and development. This mindset is not innate but can be cultivated through intentional strategies. 

Here are four proven approaches to developing a coaching mindset:

1. Embrace Active Listening

Active listening is a cornerstone of effective coaching. It involves fully concentrating on what the other person is saying, understanding their perspective, and responding thoughtfully. Unlike passive hearing, active listening requires focus and empathy. By practicing active listening, leaders can gain deeper insights into their team members’ needs, challenges, and aspirations. This understanding lays the foundation for meaningful guidance and support. For example, asking clarifying questions and summarizing what has been said can demonstrate genuine interest and build trust.

2. Foster a Growth Mindset

A growth mindset, a concept popularized by psychologist Carol Dweck, is the belief that abilities and intelligence can be developed through effort and learning. Leaders with a growth mindset view challenges as opportunities and failures as valuable learning experiences. This perspective inspires team members to adopt the same approach, leading to a more resilient and innovative workforce. By encouraging continuous learning, offering constructive feedback, and celebrating progress, leaders can create an environment where growth becomes a shared value.

3. Practice Powerful Questioning

One of the most effective tools in a coach’s arsenal is the ability to ask powerful, open-ended questions. These questions prompt self-reflection and deep thinking, helping individuals uncover their solutions and insights. For instance, instead of offering advice directly, a leader might ask, “What options have you considered for addressing this challenge?” or “How do you think this aligns with your long-term goals?” Such questions encourage autonomy and critical thinking, which are essential for personal and professional growth.

4. Commit to Continuous Self-Development

A coaching mindset requires a commitment to self-improvement. Leaders must model the behaviors they wish to see in their teams by engaging in ongoing learning and reflection. This might involve seeking feedback from peers, participating in professional development programs, or staying abreast of industry trends. Reflective practices, such as journaling or meditating, can also help leaders stay aligned with their goals and values. When leaders prioritize their growth, they set a powerful example for their teams, reinforcing the importance of development at every level.

By embracing active listening, fostering a growth mindset, practicing powerful questioning, and committing to continuous self-development, leaders can cultivate an environment where individuals feel supported and motivated to achieve their potential. 

AI & Human Connection: The Future of Customer Loyalty

The conversation around AI in business often centers on automation and efficiency. But for cult brands, AI isn’t about replacing human connection—it’s about enhancing it.

AI’s Role in Customer Engagement & Brand Trust

A McKinsey study found that AI-powered personalization leads to a 200% increase in conversion rates. But more importantly, AI allows brands to deepen emotional connections at scale.

Case Study: Nike – AI-Powered Personalization for a Cult Following

Nike’s SNKRS app uses AI-driven personalization to tailor content to each user, creating an exclusive VIP experience that makes customers feel valued. This strategy contributed to a 40% surge in digital engagement.

Case Study: Salesforce – The AI-Enabled Customer Advocate

Salesforce’s AI-driven customer engagement tools don’t just automate responses; they predict and anticipate customer needs, ensuring that interactions feel personal, seamless, and deeply connected.

How CEOs Can Use AI to Strengthen Customer Loyalty

  • Prioritize AI-driven personalization: Go beyond segmentation and craft hyper-personalized brand experiences.
  • Use AI to deepen—not replace—human interactions: The best brands use AI to enhance empathy, not eliminate it.
  • Measure AI’s impact on emotional engagement: Track sentiment analysis, emotional loyalty scores, and advocacy rates.

How is your brand using AI to make customers feel more valued—not just more efficient?

Crisis-Proofing Your Brand: How Cult Brands Thrive in Uncertainty

Every CEO knows that crises are inevitable. 

Economic downturns, supply chain failures, or PR missteps can threaten even the strongest brands. 

However, cult brands don’t just survive crises—they emerge stronger.

The Power of Brand Community in Crisis Management

A Forrester study found that 84% of cult-brand customers would forgive a mistake, compared to only 52% of non-cult brands. Why? Because cult brands build deep emotional connections that go beyond transactions.

Case Study: Patagonia – Standing Firm on Values

During a period of political and environmental debate, Patagonia leaned into its mission, pledging 1% of sales to environmental causes and encouraging customers to repair rather than replace products. Instead of alienating customers, this move solidified trust and deepened brand loyalty.

Case Study: Apple – The Power of an Ecosystem

Apple’s ability to retain 90% of iPhone users year-over-year is a testament to customer loyalty during uncertainty. Even when facing lawsuits and supply chain disruptions, Apple customers remain engaged due to an exclusive ecosystem that fosters deep emotional commitment.

Building a Crisis-Resilient Brand

  • Cultivate a strong community: Foster customer and employee relationships before a crisis hits.
  • Take a stand on meaningful issues: Customers trust brands that have clear, unwavering values.
  • Design an ecosystem of engagement: Encourage deeper participation through loyalty programs, exclusive events, and direct customer collaboration.

Reflection for CEOs:

Is your brand building the kind of community that will stand with you when challenges arise?

How YETI Built a Premium Brand

In the early 2000s, the cooler industry was stagnant. 

Most products were seen as functional, disposable, and indistinguishable from one another.

YETI, founded in 2006 by two Texas brothers, entered this crowded market not by competing on price—but by redefining what a cooler could mean.

Instead of positioning itself as just another brand, YETI set out to create a premium, cult-like following among outdoor enthusiasts, making its coolers a status symbol rather than just a tool for keeping drinks cold.

The Cult Branding Approach: Building an Identity-Driven Community

  1. Creating a Lifestyle, Not Just a Product
    • YETI understood that hunters, anglers, and outdoor adventurers don’t just buy gear—they buy into a way of life.
    • The brand’s marketing didn’t focus on technical specs. Instead, it told authentic, emotionally driven stories featuring real customers using their YETI products in extreme environments.
  2. Rituals and Emotional Connection
    • YETI reinforced rituals around the brand—people didn’t just own a YETI cooler; they passed it down like a family heirloom.
    • The brand’s message: YETI isn’t a purchase; it’s an investment in a rugged lifestyle.
  3. Exclusivity and Premium Pricing as a Loyalty Driver
    • Unlike competitors selling $50 coolers, YETI priced its products at a premium ($300-$1,300), signaling that its products were not for the casual consumer but for the serious outdoorsman.
    • This exclusivity helped create a tribal mentality—if you owned a YETI, you were part of an elite group of adventurers.

The Results: A Billion-Dollar Cult Brand

By focusing on emotional branding rather than transactional selling, YETI achieved what seemed impossible in its industry:

  • It grew from a niche brand to a $5 billion company with a deeply loyal customer base.
  • Customers proudly showcase their YETI products on social media, in their trucks, and at tailgate events, further strengthening the brand’s visibility and credibility.
  • YETI expanded beyond coolers into drinkware, apparel, and outdoor gear, all while maintaining its cult-like status.

Key Takeaway: Build a Brand That Represents a Lifestyle

YETI didn’t just sell coolers; it sold an identity. This is the core of Cult Branding—when customers see your brand as a reflection of who they are, they don’t just stay loyal—they become evangelists.

For brands looking to break out of commodity markets, YETI provides a roadmap: Create an emotional connection, cultivate rituals, and make your customers feel like they’re part of something bigger than just a purchase.

What About Your Brand?

YETI transformed an ordinary product into a symbol of identity and belonging. It wasn’t about selling coolers—it was about selling an elite outdoor lifestyle.

What does your brand truly sell beyond your products or services? How are you shaping an experience, identity, or movement that customers want to be part of?

How LEGO Rebuilt Its Legacy

LEGO, the beloved Danish toy company, wasn’t always the powerhouse it is today. By the early 2000s, the brand was in crisis. After years of rapid expansion into theme parks, video games, and an overwhelming number of new product lines, LEGO had lost sight of its core audience. Sales plummeted, and by 2003, the company was facing its worst financial crisis in history.

What went wrong? LEGO had strayed too far from what made it special—its passionate community of builders. Instead of nurturing its most loyal customers, LEGO was chasing trends, diluting its brand identity in the process.

The Cult Branding Approach: Community-Driven Innovation

LEGO’s revival came from an unexpected source: its most devoted fans. Instead of treating customers as just consumers, LEGO recognized them as co-creators, giving them a role in shaping the brand’s future.

  1. Engaging the Superfans with LEGO Ideas
    • The company launched LEGO Ideas, an open platform where fans could submit their set designs. If a submission gained enough votes, LEGO would consider producing it. This strategy turned customers into brand collaborators, deepening their emotional connection.
    • Some of the best-selling LEGO sets, including the NASA Apollo Saturn V and Ghostbusters Ecto-1, originated from this community-driven initiative.
  2. Strengthening Rituals Through Events and Competitions
    • LEGO expanded its BrickCon and BrickFair events, bringing together thousands of fans to celebrate creativity and innovation. These gatherings solidified LEGO as more than just a product—it became a lifestyle and a passion shared by a global community.
    • Annual LEGO building challenges and collaborations with influencers further fueled engagement and a sense of exclusivity.
  3. Leveraging Nostalgia While Innovating
    • Rather than only pushing new sets, LEGO leaned into its deep heritage by re-releasing classic sets, like the LEGO Castle and Pirates series, tapping into the emotional bonds that adults had formed with the brand as children.
    • At the same time, LEGO embraced digital transformation, creating an immersive app experience and partnering with franchises like Star Wars, Harry Potter, and Marvel, ensuring its relevance with new generations.

The Results: A Thriving Brand with a Passionate Community

By refocusing on its core audience and fostering a sense of community, LEGO not only recovered but became the world’s most powerful brand (Brand Finance, 2015). The company’s revenue skyrocketed, reaching $9.6 billion in 2023.

More importantly, LEGO’s customers no longer just buy toys; they see themselves as part of the LEGO movement—a group of creative minds shaping the future of play.

Key Takeaway: The Power of Co-Creation

LEGO’s resurgence teaches an important lesson in Cult Branding: a brand is strongest when it gives its customers a role in its story. By embracing co-creation, fostering rituals, and staying true to its identity, LEGO transformed from a struggling toy company into an enduring icon.

For CEOs looking to build an unbreakable bond with their customers, the LEGO model is clear—make them part of your journey, and they’ll never leave your side.

What About Your Brand?

LEGO’s revival wasn’t just about making better products—it was about giving its customers a meaningful role in shaping the brand’s future.

As a leader, are you inviting your most passionate customers to be part of your brand’s story? What opportunities do you see to turn your customers into co-creators, advocates, or even collaborators? 

Share your thoughts—we’d love to hear how you’re cultivating brand loyalty at the highest level.

Liquid Death Murdering The Competition

In the world of Cult Branding, few companies have disrupted their industries with as much audacity as Liquid Death. 

This canned water company has transformed the simple act of hydration into a bold, rebellious statement. 

With its provocative branding, commitment to sustainability, and ability to connect deeply with its audience, Liquid Death offers a masterclass in building a Cult Brand. 

Here’s how the brand has achieved meteoric success and what lessons it holds for leaders who are looking to build powerful brands.

A Brand That Breaks All the Rules

Founded in 2017 by Mike Cessario, Liquid Death entered the bottled water market—a space traditionally dominated by polished, aspirational messaging—with an entirely different playbook. Its tallboy cans, designed to resemble beer containers, and the tagline “murder your thirst” positioned the brand as edgy and countercultural. Liquid Death’s bold approach immediately stood out, appealing to younger, rebellious audiences seeking an alternative to mainstream bottled water brands.

The results speak for themselves. By March 2024, Liquid Death reached a valuation of $1.4 billion, proving that there is immense value in challenging industry norms.

The Power of Unconventional Marketing

Liquid Death’s marketing strategy is as audacious as its branding. The company uses humor, shock value, and creative storytelling to connect with its audience:

  • Hate Comments as Art: Liquid Death transformed online hate comments into a death metal album titled Greatest Hates. This tongue-in-cheek approach resonated with fans and generated significant buzz.
  • Celebrity Collaborations: The brand partnered with celebrities like Tony Hawk to amplify its edgy image and reach a wider audience.
  • Event Marketing: From a standout Super Bowl presence to quirky social media campaigns, Liquid Death consistently captures attention in unexpected ways.

These unorthodox tactics not only generate engagement but also create a sense of community among fans who embrace the brand’s irreverent spirit.

A Commitment to Sustainability

Beyond its provocative branding, Liquid Death has a serious mission: to eliminate plastic waste. The brand’s water is packaged in recyclable aluminum cans, aligning with growing consumer demand for sustainable alternatives. Liquid Death’s commitment to “murdering plastic” extends to eco-friendly initiatives, making the brand particularly appealing to environmentally conscious customers.

By combining edgy branding with a clear environmental purpose, Liquid Death has tapped into a powerful emotional connection with its audience—a hallmark of Cult Branding.

Key Lessons for Cult Branding Success

Liquid Death’s journey offers valuable insights for CEOs aiming to build their own Cult Brands:

  1. Be Authentic: Liquid Death’s unapologetic identity reflects genuine values that resonate with its audience. Authenticity fosters trust and loyalty.
  2. Challenge the Norms: By defying industry conventions, Liquid Death created a unique value proposition that set it apart from competitors.
  3. Engage Your Audience: The brand’s humor, creativity, and willingness to involve fans in its storytelling have fostered a passionate community.
  4. Prioritize Purpose: Aligning the brand with sustainability efforts has strengthened its emotional connection with customers.

Liquid Death’s rise underscores the importance of daring to be different. Its success isn’t just about selling water; it’s about creating an experience that resonates deeply with its audience. 

For leaders, the lesson is clear: 

Cult Branding thrives on boldness, authenticity, and purpose.

Are you ready to disrupt your industry and build a brand that inspires unwavering loyalty? Take a page from Liquid Death’s playbook and dare to stand out.

Case Study: Publix – “Where Shopping is a Pleasure” Meets “Where Working is a Pleasure”

Publix has long been a household name in the southeastern United States, synonymous with quality service, fresh products, and community engagement. Their tagline, “Where Shopping is a Pleasure,” resonates deeply with customers, promising more than just a grocery run—it promises an experience. But what many might overlook is how this philosophy extends inward, making Publix not only a pleasure for shoppers but also for employees. By fostering an internal culture of care, Publix exemplifies how the principles of Cult Branding can transform a company into a beloved institution.

The Intersection of Customers and Employees

At the heart of Cult Branding lies the principle that an authentic and emotional connection with customers stems from the internal alignment of a brand’s values. Publix achieves this alignment by recognizing that happy, engaged employees are the cornerstone of exceptional customer experiences. Here’s how they do it:

1. Empowering Employees as Brand Ambassadors

Publix doesn’t just hire employees; they cultivate brand ambassadors who embody their core values. Through comprehensive training programs and a culture of empowerment, Publix equips its team members with the skills and confidence to deliver on their brand promise. Employees are encouraged to take ownership of their roles, which translates to genuinely helpful, attentive service that customers can feel.

2. Building a Sense of Belonging

Publix has mastered the Cult Branding principle of fostering community. For employees, this manifests in a workplace culture where everyone feels valued and included. By offering robust benefits, fair wages, and opportunities for advancement, Publix creates an environment where employees are motivated to stay and grow. This sense of belonging is key to their low turnover rates and high employee satisfaction.

3. Emotional Connection Through Shared Values

Publix is known for its strong commitment to community involvement and philanthropy. Employees take pride in working for a company that gives back, whether through food donations, sustainability efforts, or hurricane relief initiatives. This shared sense of purpose strengthens the emotional connection between Publix and its employees, reinforcing loyalty and commitment.

4. Celebrating and Recognizing Contributions

Publix understands that recognition fuels engagement. From celebrating anniversaries to highlighting individual accomplishments, Publix ensures that employees feel seen and appreciated. This recognition not only boosts morale but also solidifies the cultural ethos that “working is a pleasure.”

The Results Speak for Themselves

Publix’s internal culture has yielded impressive results. Consistently ranked as one of the best places to work, Publix enjoys a reputation for employee satisfaction that mirrors its reputation for customer satisfaction. The direct correlation between engaged employees and loyal customers underscores a core Cult Branding tenet: treat your employees as you would your best customers, and they will naturally deliver exceptional service.

Lessons for Other Brands

Publix’s success offers valuable insights for other businesses looking to build loyalty and longevity:

  • Start from Within: A brand’s external promise to customers is only as strong as its internal culture.
  • Invest in People: Training, benefits, and recognition are not costs; they are investments in long-term brand equity.
  • Align Values: Ensure that your company’s actions—both internal and external—reflect a cohesive set of values that resonate with employees and customers alike.

Publix’s tagline, “Where Shopping is a Pleasure,” is more than a marketing slogan; it’s a philosophy that permeates every aspect of their business. By applying this ethos to their employees, Publix has created a workplace where “working is a pleasure,” proving that true Cult Branding starts from the inside out. Other brands can learn from this approach, building stronger emotional connections and achieving enduring success by aligning their internal culture with their external promise.

Priceless Leadership Lessons from a $6M Banana

In 2019, artist Maurizio Cattelan’s Comedian — a banana duct-taped to a wall — made its debut at Art Basel Miami Beach. It quickly became the talk of the art world, igniting debates about value, creativity, and the nature of art itself. Initially sold for $120,000, this conceptual artwork later achieved a new height when it was auctioned at Sotheby’s in New York in November 2024 for $6.2 million, including fees. This transformation from fruit to a multi-million-dollar masterpiece offers profound lessons for leaders about context, reputation, and perception.

1. Context Shapes Perception

At Art Basel Miami, an event synonymous with high art and exclusivity, an ordinary banana became a provocative statement. In a grocery store, it would have been overlooked entirely. The context of the presentation elevated its significance. Leaders can apply this principle by understanding how to frame their ideas and initiatives in environments that amplify their impact. The right stage can transform a simple concept into a groundbreaking one.

2. Reputation Is Key

The reputation of both Art Basel and Maurizio Cattelan played a critical role in the artwork’s success. Cattelan’s history of bold, thought-provoking pieces created an audience primed to see Comedian as valuable and meaningful. This underscores the importance of credibility in leadership. When leaders consistently demonstrate integrity and deliver results, their ideas are more likely to be embraced.

3. Symbolism Speaks Volumes

Comedian was more than a banana; it became a metaphor for the absurdity of value and the ways art challenges societal norms. Great leaders understand the power of symbolism to communicate messages that resonate deeply. Whether it’s through storytelling, metaphors, or visual elements, effective communication often relies on creating meaning beyond the obvious.

4. The Power of Provocation

Cattelan’s work invited people to question their assumptions about art and value. Similarly, leaders who challenge the status quo—asking unconventional questions or introducing bold ideas—can spark innovation and drive progress. By being willing to provoke thought and dialogue, leaders can inspire transformative change.

The Lesson

The story of the $6M banana reminds us that value is often created through context, credibility, and the ability to provoke and inspire. For leaders, this means understanding the environments in which ideas are shared, building reputations that lend weight to those ideas, and using symbolism and boldness to capture attention and inspire action. Sometimes, it’s not about the banana—it’s about what it represents. Leadership, much like art, is about transforming the ordinary into the extraordinary through vision and execution.

Measuring Success: Emotional ROI and the Metrics of Cult Branding

It was a rainy day in Cupertino when a small team at Apple gathered to review the latest customer feedback. As they sifted through glowing testimonials, one stood out: “Apple products just make my life easier and more connected.” This simple statement captured what the team had been striving for all along—an emotional connection beyond their devices’ utility. It wasn’t just about selling products; it was about creating an experience that resonated on a deeply personal level. That moment reminded the team of the importance of measuring more than just sales figures—they needed to understand the emotions driving loyalty, advocacy, and engagement.

In the world of Cult Branding, success isn’t measured solely by traditional financial metrics. While revenue, profit margins, and market share remain important, the true heartbeat of a Cult Brand lies in its ability to forge deep emotional connections with its customers and employees. For CEOs, understanding and leveraging Emotional ROI (Return on Investment) is essential to building a brand that endures.

The Shift Toward Emotional Metrics

The marketplace has evolved. Today’s consumers are more discerning, demanding, and driven by experiences that resonate with their values and emotions. According to Forrester, 84% of customers who feel an emotional connection to a brand are likelier to stick with it. Traditional metrics alone can’t capture the nuances of these relationships.

Emotional ROI focuses on the intangible yet critical aspects of branding: trust, loyalty, advocacy, and engagement. It’s about measuring how well your brand delivers products and meaningful experiences that inspire enduring connections.

Key Emotional Metrics to Track

To gauge the effectiveness of your Cult Branding efforts, CEOs should monitor the following emotional metrics:

  1. Net Promoter Score (NPS): NPS measures how likely customers are to recommend your brand to others. It’s a powerful indicator of loyalty and advocacy. Cult Brands like Apple and Tesla consistently achieve NPS scores far above industry averages.
  2. Customer Lifetime Value (CLV): CLV reflects the total revenue a customer generates over their relationship with your brand. Emotionally connected customers have a 306% higher lifetime value, according to Harvard Business Review.
  3. Engagement Rates: Track how actively customers interact with your brand—from social media engagement to participation in brand communities and events. High engagement signals emotional investment.
  4. Employee Net Promoter Score (ENPS): A happy, engaged workforce is the backbone of any Cult Brand. ENPS measures employee satisfaction and their likelihood of recommending your company as a great place to work.
  5. Community Participation: Monitor the health of your brand’s community by tracking participation in forums, events, or loyalty programs. Strong communities foster resilience and advocacy.

How to Incorporate Emotional Metrics

  1. Align Metrics with Brand Purpose Emotional ROI should reflect your brand’s unique values and goals. For example, Patagonia’s focus on environmental sustainability includes tracking the impact of its Worn Wear program, which encourages customers to repair rather than replace their products.
  2. Create Feedback Loops Regularly solicit feedback from customers and employees to understand their emotional connection to your brand. Use surveys, interviews, and analytics to uncover insights.
  3. Invest in Technology Leverage AI and data analytics to measure and analyze emotional engagement. Tools like sentiment analysis and social listening platforms provide real-time insights into how customers perceive your brand.
  4. Set Benchmarks and Goals Establish baseline metrics for emotional ROI and set clear goals for improvement. Regularly review progress and adjust strategies based on performance data.

The Business Impact of Emotional ROI

Measuring emotional metrics isn’t just a “nice-to-have”—it delivers tangible business benefits:

  • Increased Customer Loyalty: Emotionally connected customers are 52% more valuable than satisfied ones.
  • Stronger Advocacy: Loyal customers become brand evangelists, driving organic growth through word of mouth.
  • Improved Employee Retention: Engaged employees are more productive, creative, and committed to the brand’s mission.

Real-World Success Stories

Apple: With a Net Promoter Score above 72 and an ecosystem that fosters loyalty, Apple’s emotional connection with its customers drives an industry-leading retention rate of over 90% for iPhone users.

Harley-Davidson: By cultivating a community through the Harley Owners Group (HOG), Harley-Davidson inspires fierce loyalty and repeat business, with members contributing significantly to the company’s revenue.

Salesforce: Dreamforce, Salesforce’s annual event, blends education with community-building, resulting in high customer satisfaction and a Net Promoter Score of 66, far above the SaaS industry average.

The CEO’s Takeaway

For CEOs, Emotional ROI provides a new lens through which to evaluate the health and impact of their brand. It’s not just about what customers buy but why they buy—and why they stay. By measuring and optimizing emotional connections, you can build a brand that inspires loyalty, advocacy, and long-term success.

Are you ready to go beyond the numbers and tap into the emotions that drive your brand’s greatness? Let’s start the journey.