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How Exploration and Evaluation Shape the Path to Purchase

If you want to build a brand that customers love—not just buy—you need to understand how people actually make decisions.

Contrary to what many dashboards suggest, purchasing isn’t a straight path from ad to cart. It’s more like a loop—an emotional, non-linear journey of curiosity, consideration, and sometimes confusion.

We call this journey the “Messy Middle.”

The Two Mental Modes in the Messy Middle

The latest behavioral research shows that people shift between two distinct mental modes on their path to purchase:

  • Exploration – a wide-ranging, open-ended search for possibilities. It’s imaginative. Emotional. People want to discover what’s out there, what feels right, and what surprises them.
  • Evaluation – a narrowing down of choices. It’s more deliberate. Rational. Here, people compare options, read reviews, visit pricing pages, and try to make “the best” decision.

Now here’s the kicker: every action your customer takes—on search engines, social platforms, review sites, or marketplaces—falls into one of these two modes.

This means every experience you create, every message you deliver, and every asset you design needs to align with one of these mindsets.

Are you inspiring curiosity? Or are you helping customers feel confident in their choice?

The Trap of Assuming Logic Wins

Most brands cater almost exclusively to Evaluation mode. They flood their pages with comparison charts, star ratings, testimonials, and case studies. These are important, no doubt.

But if you don’t earn attention in Exploration mode, you won’t make it to Evaluation.

And in today’s crowded markets, the brands that spark fascination and intrigue are the ones that win hearts—and wallets.

How Cult Brands Work the Loop

Cult Brands do this differently. They don’t just aim for the sale; they aim to create resonance. They build stories, values, and symbols that invite people into Exploration. They feed curiosity and provide meaning. Then, when it’s time to evaluate, they provide clarity and trust.

Think Harley-Davidson or Trader Joe’s. These aren’t brands people simply compare. They’re brands people feel something about. That emotional connection starts in Exploration—and makes Evaluation a formality.

What This Means for You

As a CEO or brand leader, ask yourself:

  • Are we only showing up during Evaluation—or are we sparking interest during Exploration?
  • Do we understand what motivates our customers emotionally before they rationalize their choices?
  • Are we creating content and experiences that meet both mindsets?

The goal isn’t just to be the logical choice—it’s to be the brand they want to believe in. And that means playing a more nuanced game.

One that understands that people aren’t data points—they’re human beings.

And as long as that’s true, Exploration and Evaluation will always guide their journey.

It’s your job to show up powerfully in both.👋 I’m BJ Bueno, branding strategist and author of The Power of Cult Branding. If you’re looking to build lasting brand relationships, explore more insights at CultBranding.com.

May 4, 2025 by

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

Costco’s Cautious Customers

Costco (NASDAQ: COST) just released its latest earnings report, and memberships are booming. 

Costco now has 78.4 million paid memberships, a 6.8% increase from last year, with an impressive 93% renewal rate in the U.S. and Canada—even after a price hike in September. 

That’s brand loyalty at its finest.

So, what’s the secret behind Costco’s devoted customer base? 

And how can we apply these lessons to our own businesses? 

Here’s what I’ve learned.

Membership Model: The Power of Buy-In

Costco’s annual membership fee isn’t just about revenue—it’s about commitment. When customers pay to be part of an exclusive club, they feel invested. This creates a sense of belonging and a psychological pull to keep shopping there. For me, the takeaway is simple: Give customers a reason to feel like insiders.

Private Label Products: Trust Through Quality

Costco’s Kirkland Signature brand has become a cult favorite, offering premium quality at lower prices. By consistently delivering value, they strengthen trust—and trust builds loyalty. I believe brands that create their own high-quality offerings can achieve a similar effect.

Loss Leaders: The Hidden Hook

Ever notice how Costco’s gas stations have some of the lowest prices around? That’s no accident. Loss leaders like cheap fuel lure customers into the store, where they end up spending more. I see this as a smart strategy—offering an irresistible deal that brings customers in, then keeping them engaged with great products and experiences.

Limited Selection: Less is More

Unlike traditional retailers, Costco offers a curated selection of products, simplifying decision-making for customers. This not only streamlines operations but also reinforces a sense of exclusivity—only the best make it onto Costco’s shelves. I think any business can benefit from refining its offerings to focus on what truly matters to its customers.

Employee Satisfaction: Happy Team, Happy Customers

One factor in customer loyalty that often gets overlooked? Employee happiness. Costco is known for paying higher wages and offering great benefits, leading to better customer service. Happy employees create positive shopping experiences, which keeps customers coming back. In my experience, investing in your team isn’t just good ethics—it’s good business.

A Winning Formula for Any Business

Costco’s approach isn’t just for warehouse clubs—it’s a masterclass in customer loyalty that any business can learn from. 

Whether you’re in retail, hospitality, or services, focusing on membership-like engagement, trust, strategic pricing, curated offerings, and employee satisfaction can set you apart.

Costco’s stock has skyrocketed over the past few years, and I believe its commitment to customer relationships is a major reason why. 

Loyalty isn’t just about points and perks—it’s about making customers feel like they’re part of something bigger.

And that’s a lesson I think every business can use.

April 6, 2025 by

Beyond Transactions: How Purpose-Driven Brands Win Devotion

In an age where consumers are inundated with choices, why do some brands earn unwavering devotion while others remain forgettable? 

The answer lies not in discounts or clever marketing tricks but in something far more profound: 

Purpose.

A purpose-driven brand transcends mere transactions. 

It builds emotional connections, ignites passion, and fosters loyalty—not because of what it sells, but because of what it stands for.

The Shift from Selling to Belonging

Traditionally, businesses focused on products and prices, believing that quality and value were enough to win customers. But today’s most iconic brands understand that people don’t just buy what you sell; they buy why you sell it.

Take Patagonia, for example. The company isn’t just in the business of outdoor apparel—it’s on a mission to protect the planet. This ethos isn’t an afterthought; it’s woven into every decision, from supply chain ethics to its famous “Don’t Buy This Jacket” campaign, urging customers to buy less and make sustainable choices. The result? A fiercely loyal community that sees Patagonia as more than a brand—it’s a movement.

Purpose Activates Word of Mouth

People naturally talk about things that make them feel something. When a brand stands for a larger purpose, it gives customers a reason to share its story. This is the fuel behind cult brands—their followers don’t just purchase; they advocate.

Consider Liquid Death, a brand that took the simple act of drinking water and turned it into an irreverent, punk-rock rebellion against plastic waste. The brand’s voice, values, and radical environmental stance create an army of fans who proudly spread the message.

Building a Purpose-Driven Brand

If you want to move beyond transactions and build true devotion, consider these principles:

  1. Define Your Purpose Clearly
     Ask: Why do we exist beyond making money? Your purpose should be authentic, clear, and compelling.
  2. Align Actions with Values
     It’s not enough to have a mission statement—your brand must live it. Authenticity builds trust; inconsistency erodes it.
  3. Create Experiences, Not Just Products
     Brands like Apple and Nike don’t just sell items; they design immersive experiences that reinforce their deeper purpose—whether it’s innovation or human potential.
  4. Empower Your Community
     When customers see themselves as part of something bigger, they become your most vocal advocates. Give them ways to participate, contribute, and share in your mission.

The Future Belongs to Brands with Meaning

In a world of infinite choices, the brands that inspire loyalty aren’t just the ones that offer the best products—they’re the ones that make people feel part of something bigger. 

Purpose-driven brands don’t just win customers; they earn devotion.

Are you building a movement?

March 30, 2025 by

How Top Brands Turn Customers into Lifelong Advocates

Customer loyalty isn’t accidental—it’s the result of deliberate strategies that build trust, emotional connections, and exceptional experiences. Amazon, Netflix, and Apple, three of the most beloved brands, each take a different approach but share key principles: customer obsession, personalization, and brand identity.

Amazon: The Power of Customer Obsession

Amazon’s founder Jeff Bezos instilled a culture of “customer obsession,” going to great lengths to make customers happy. A prime example is Amazon Prime, which started as free two-day shipping and evolved into an ecosystem of perks (video, music, etc.). The results?

  • 89% of Amazon customers consider themselves loyal
  • Prime members have a 93% retention rate after one year and 98% after two years
  • Prime members spend more—about $1,400 per year vs. $600 for non-members

By consistently adding value through fast delivery, vast selection, and reliable service, Amazon turns casual shoppers into loyal advocates who eagerly promote the brand.

Lesson: Exceed expectations with convenience, reliability, and value to foster deep loyalty.

Netflix: Personalization Creates Habit-Forming Loyalty

Netflix understands that relevance drives engagement. Its AI-driven recommendations ensure 80% of content watched comes from personalized suggestions, keeping subscribers hooked. This approach generates over $1 billion in retention revenue annually, as customers find content tailored to their tastes, reducing churn.

Netflix’s secret? A habit loop:

  1. Watch a show → 2. Receive better recommendations → 3. Watch more

This creates a cycle where subscribers trust Netflix to curate their entertainment, leading to a churn rate as low as 0.8%—one of the lowest in the industry.

Lesson: Use data to personalize experiences; when customers feel understood, they stay and spread the word.

Apple: Building an Iconic Brand with Emotional Appeal

Apple doesn’t just sell products—it sells identity and community. Its loyal fan base eagerly awaits product launches, often camping outside stores. The numbers speak for themselves:

  • 90% customer retention rate
  • 96% of Millennial iPhone owners plan to buy Apple again
  • 89% of iPhone users intend to stick with Apple

Apple’s seamless ecosystem (iPhone, Mac, iCloud, AirPods) reinforces loyalty, but the real magic lies in its brand philosophy—innovation, quality, and individuality. Apple users feel part of an exclusive club, which drives them to recommend products with near-religious zeal.

Lesson: Build a brand that people are proud to be associated with, and they’ll become your biggest advocates.

Blueprint for Customer Advocacy

  1. Deliver exceptional value and convenience – Make your product indispensable, like Amazon Prime’s fast shipping and perks.
  2. Leverage data to personalize experiences – Treat customers as individuals; anticipate their needs as Netflix does.
  3. Foster an emotional connection – Build a brand identity people rally behind, like Apple’s community-driven culture.
  4. Be consistent and reliable – Trust is the foundation of loyalty. Customers stick with brands they can count on.
  5. Encourage engagement and reward loyalty – Exclusive perks, memberships, and communities deepen connections.

By implementing these principles, businesses can transform customers into passionate brand advocates—the most powerful marketing force of all.

March 16, 2025 by

The Secret to Unforgettable Customer Experiences

What makes a truly great customer experience? 

Is it the quality of the product, the efficiency of service, or something more?

Danny Meyer, founder of Shake Shack, Union Square Cafe, and Gramercy Tavern, has built his career around a simple yet profound truth: 

The real magic of a brand isn’t just in what it offers—it’s in how it makes people feel.

“Shake Shack started off as a summer hot dog cart in Madison Square Park. It was not meant to be a company—it was completely accidental. It started as an expression of community building.” — Danny Meyer

What began as a humble hot dog cart turned into a global brand, not because of its menu alone, but because of the sense of belonging it created. Meyer’s philosophy of enlightened hospitality transformed the dining experience by shifting the focus from transactions to relationships.

Beyond Service: Creating Emotional Connections

Many businesses believe great service is enough. But hospitality is something deeper—it’s about fostering meaningful emotional connections. Customers return not just because they enjoyed a product, but because they felt valued, understood, and part of something bigger.

This applies to every industry, not just restaurants. Whether you’re in retail, technology, healthcare, or finance, the brands that humanize interactions create the most loyal followings.

The Power of Putting People First

At the heart of enlightened hospitality is a fundamental principle: Take care of your employees first, and they will take care of your customers. When internal culture thrives, it extends outward and shapes the customer experience.

Businesses that prioritize people over profit build deeper trust, stronger relationships, and lasting loyalty. Customers don’t just buy from them—they advocate for them.

How to Create Exceptional Brand Experiences

If you want to build a cult-like following for your brand, consider these key principles:

  • Prioritize people over profit – Great brands don’t chase transactions; they build communities.
  • Anticipate needs – Customers may not always articulate what they want, but brands that understand their deeper desires stand out.
  • Make it personal – Customizing interactions and making customers feel special is the key to long-term loyalty.
  • Foster a sense of belonging – People crave connection. Brands that create shared experiences build deeper relationships.

At its core, hospitality is about human connection—a principle that applies to all businesses. The brands that embrace this create loyal fans, not just customers.

What’s a brand that made you feel valued?

March 11, 2025 by