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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

The Performance ‘Gold Rush’ is Over

For years, marketers have been hooked on performance marketing—pouring budgets into activation tactics like paid search, lead gen, and retargeting. 

The promise?

Quick wins, instant ROI, and a never-ending stream of leads. 

But here’s the truth: That gold rush is over.

The Problem with Over-Reliance on Activation

Performance marketing only works if there’s a demand to capture. You can only convert people who are already in the market and willing to buy from you. That’s a limited pool. If your entire budget is going into activation, you’ll hit a wall fast.

Worse yet, too much activation clogs up your sales pipeline with unqualified leads wastes your team’s time, and ultimately eats into profits. Chasing clicks isn’t the same as building a business.

Shift to Brand Investment for Sustainable Growth

If you want to break out of this cycle, the key is investing in the brand. A strong brand expands the percentage of people willing to buy from you—before they’re even in-market. That means you’re already top of mind when they do need a solution. No need for aggressive retargeting or endless cold outreach.

Without brand investment, performance marketing is just expensive noise. With a solid brand, every marketing dollar stretches further. Prospects trust you before they click, conversion rates go up, and your sales team works smarter, not harder.

A Simple Formula for Growth

Here’s how to think about it:

AP = ICP * % IM * % WBFU

Where:

  • AP = Available Prospects
  • ICP = Ideal Customer Profile
  • % IM = Percentage In-Market (rule of thumb: ~5%)
  • % WBFU = Percentage Willing to Buy From You (Brand Strength)

Your total addressable market isn’t just about who could buy—it’s about who wants to buy from you. 

Increase the % WBFU, and everything else gets easier.

From Demand Capture to Demand Creation

Activation is about capturing demand. 

But if you want to grow, you need to create demand. 

That happens when you build a brand people trust, remember, and talk about.

That means:

  • Investing in creativity and storytelling
  • Building community and word-of-mouth
  • Delivering experiences people want to share

These are the things that make brands last. Not just another ad, but a real connection with your audience.

Final Thought: Play the Long Game

If your entire strategy is built on chasing conversions, you’re running on a treadmill. 

It’s time to step off and start playing a smarter game. 

Performance marketing isn’t dead—but its dominance is done. The brands that win now are the ones who invest in relationships, not just transactions.

March 6, 2025 by

Data-Driven Brand Loyalty

For CEOs, data is only as powerful as the insights it unlocks. The strongest brands use emotion-based analytics to drive loyalty—not just traditional KPIs.

Emotional Engagement Metrics: The Next Frontier in Brand Data

Adobe reports that loyal customers spend 67% more than new ones, but most companies fail to measure the emotional drivers behind loyalty.

Case Study: Starbucks – The Science of Habit-Driven Loyalty

Starbucks uses data to track emotional engagement through rituals like mobile ordering and rewards programs. Customers don’t just buy coffee—they build habits.

Case Study: Apple – The Power of an Exclusive Ecosystem

Apple’s NPS score exceeds 72, largely due to intelligent data analysis that continuously refines its loyalty ecosystem, ensuring that customers always feel like insiders.

How CEOs Can Leverage Data for Brand Devotion

  • Measure emotional loyalty, not just transactions: Use NPS, sentiment analysis, and advocacy metrics.
  • Design data-driven rituals: Use AI and behavioral insights to create engagement habits.
  • Turn customers into co-creators: Cult brands crowdsource product ideas and design personalized experiences based on real-time feedback.

Are you measuring the emotional impact of your brand—or just the financials?

February 25, 2025 by

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?

February 18, 2025 by

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?

February 16, 2025 by

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?

February 11, 2025 by