The post Equity Supercharges Advertising appeared first on cultbranding.com.
]]>Brands with higher awareness get far greater return from the same media spend.
This isn’t a vague theory—it’s been demonstrated across multiple platforms, from ecommerce marketplaces to TikTok. The effect is consistent and undeniable:
That’s nearly three times the conversion power for the same level of investment.
Advertising effectiveness in any given year is largely the result of cumulative investment in prior years.
Equity is the multiplier. The more people know and trust your brand, the harder every marketing dollar works.
This aligns with what Paul Dyson found in his analysis of advertising profitability: existing brand size is the single biggest driver of payback. Larger brands benefit because they already carry equity, distribution, and cultural presence. The insight here is critical: awareness is one lever marketers can intentionally grow.
The takeaway is simple:
This is the same principle I highlighted in my post about TV: TV makes every other channel work harder. Awareness is the mechanism behind that lift. Build it, and your digital, social, and search spend all pull more weight.
For brand leaders:
Equity is not a soft metric.
It’s a financial asset that compounds. The stronger your awareness, the lower your acquisition costs, the higher your pricing power, and the deeper your moat.
For agencies: the responsibility is clear. Plan for the interdependencies between channels. Run ongoing experiments. Measure long-term equity effects, not just short-term clicks.
The biggest driver of advertising efficiency isn’t the latest targeting hack. It’s the equity you’ve already built—and the discipline to keep investing in it.
When in doubt, grow awareness.
When in doubt, add TV.Because equity doesn’t just fuel conversions. It fuels culture, belonging, and loyalty—the true growth engines of cult brands.
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]]>The post Why TV Still Wins appeared first on cultbranding.com.
]]>TV isn’t just another channel—it’s the stage where brands earn cultural relevance. When done right, it becomes more than advertising. It becomes a signal of trust, a story customers carry with them, and a catalyst for loyalty.
1. It elevates your brand.
TV builds perceived quality and pricing power. Customers assume what they see on TV is worth more.
2. It drives both now and later.
From immediate sales spikes to long-term brand equity, TV works across timelines.
3. It imprints your brand into culture.
Shared viewing creates shared meaning. TV transforms brands into part of the cultural conversation.
4. It grows market share with unmatched reach.
Nothing scales your story faster or further.
5. It proves its worth.
TV is measurable. From leads to conversions, its impact shows up in the numbers.
Here’s the part most brands underestimate:
TV amplifies everything else.
When you add TV to the mix, all your other channels work harder.
TV isn’t just about reach—it’s about synergy. It supercharges your entire marketing ecosystem.
Cult Brands understand a timeless truth: the goal isn’t just awareness, it’s belonging.
TV accelerates that belonging by turning your message into a cultural event customers want to talk about, share, and join.
So, when in doubt, add TV.
Because TV doesn’t just advertise. It cements identity, builds trust, and powers devotion.
And in a marketplace where customers are skeptical and distracted, that’s the ultimate growth advantage.
✨ Pro Tip: Pair your TV strategy with community-building initiatives. When you combine cultural reach with customer belonging, you’re no longer just running ads—you’re building a movement.
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]]>The post Why We Join: The Deeper Truth Behind Cult Brands appeared first on cultbranding.com.
]]>At its core, a cult brand isn’t just a company with loyal customers. It’s a brand that people join.
In our research (Why We Join), we found that people align with brands the same way they join families, tribes, and communities. It’s not about the product alone; it’s about identity. When you wear Vans, drive a MINI, or crack open a can of Liquid Death, you’re signaling something about who you are and who you belong with.
Regular brands succeed by being convenient, safe, and broadly acceptable. Think Camry, Marriott, or even Budweiser. If you swapped them out for an alternative, most customers wouldn’t notice. These brands thrive in the middle, sanding off edges to appeal to the largest number of people possible.
Cult brands take the opposite path. They lean into the edges, not away from them. They speak to something deeper: a customer’s need for self-expression, meaning, and belonging. That’s why a MINI owner waves at another MINI on the road. That’s why Harley riders form lifelong bonds. That’s why Supreme drops sell out in minutes.
Psychologist Erik Erikson described fidelity, the capacity to commit to a cause, as a key marker of identity. Cult brands tap directly into this human drive. They create a shared consciousness, rituals, and even a sense of moral responsibility among their fans. In other words, they create belonging.
When customers say, “This brand gets me,” they’re not just describing a product. They’re describing a relationship that validates who they are. That’s the secret behind cult brands: they don’t chase mass acceptance. They cultivate Brand Lovers.
From our Cult Branding Workbook, here are the consistent traits you’ll find in every true cult brand:
If you want to build for the masses, chase convenience, price, and normalcy. That’s fine, but don’t expect passion.
If you want to build a cult brand, build for the people who care. Invest in meaning, difference, and community. Be willing to say, “This might not be for you.”
Because the truth is simple: people don’t just buy cult brands. They join them.
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]]>The post Why Some Brands Earn Devotion, and Others Don’t appeared first on cultbranding.com.
]]>But then there are the other kinds of brands. The ones that inspire loyalty bordering on obsession. Fans line up overnight, tattoo logos on their skin, or spend hours in online communities debating the latest release.
Why do some brands reach cult status while others fade into background noise?
Cult brands don’t sell products; they sell belonging. When you buy a Rivian, you’re not just getting an electric vehicle; you’re signaling your commitment to sustainability and adventure. When you crack open a can of Liquid Death, you’re not just hydrating; you’re participating in a countercultural joke on consumerism itself.
In The Cult Branding Workbook, we call these people Brand Lovers, customers who see themselves in the brand, who adopt it as part of their identity.
One of the Golden Rules of Cult Branding is Courage. Cult brands aren’t afraid to turn some people off in order to deeply connect with others. Supreme drops clothing in such limited quantities that it frustrates most consumers, but that very act builds desire among its loyal fans.
Apple has its keynote events. CrossFit has its boxes. Harley-Davidson has its rallies. The real magic of cult brands happens when customers don’t just consume, they participate. Shared rituals and traditions transform buyers into tribes.
Every brand faces the same decision: chase mass convenience, or pursue meaningful difference. You can’t do both. If you want to be everywhere, play it safe. If you want to be irreplaceable, lean into your edges.
Cult status isn’t about being flashy or expensive. It’s about being worth caring about.
And here’s the irony: when you stop trying to appeal to everyone, you often build something that a precious few will never let go of.
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]]>The post Why You Shouldn’t Build for People Who Don’t Care appeared first on cultbranding.com.
]]>That’s the uncomfortable question most companies avoid. And yet, it’s the line that separates ordinary brands from Cult Brands.
In The Cult Branding Workbook, we make a critical distinction: most products succeed by being reliable, accessible, and convenient. They’re designed for people who don’t care that much. Drive a Camry, stay at a Marriott, wear the sneakers that happened to be on sale. No strong feelings, no loyalty. Customers shrug, consume, and move on.
Cult Brands play a very different game. They deliberately choose not to chase the center. Instead, they embrace the edges. MINI doesn’t sell to the driver who wants another “safe choice.” Liquid Death doesn’t market to people who just want “water in a bottle.” Supreme doesn’t cater to the shopper who’s happy with whatever hoodie is cheapest at the mall.
This isn’t about price. It’s about passion. It’s about creating what we call Brand Lovers, the select group of people who invest time, attention, and identity in what you make. These are the customers who tattoo your logo on their bodies, who line up for hours, who defend your brand when it stumbles. They care deeply. And that’s why they’re worth building for.
The trap many companies fall into is believing they can do both: serve the people who don’t care and create fanatical loyalty. But the two paths diverge:
As we teach in the Workbook’s Golden Rule of Courage, great brands have the guts to say: “This might not be for you.” That statement doesn’t alienate; it clarifies. It tells the masses to move on and invites your true believers closer.
Because in the end, brands built for people who don’t care will never be loved. And only love has the power to make your brand unforgettable.
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]]>The post The Performance Gold Rush Is Over appeared first on cultbranding.com.
]]>Why? Because chasing volume usually drives costs up faster than revenues. At some point, you cross the break-even line. After that, every new lead costs more than it delivers.
This is the trap of over-relying on performance marketing. The initial returns look fantastic, but over time, efficiency decays. You end up squeezing harder for diminishing gains.
What breaks the cycle? Brand.
When you invest in a brand, you change the slope of the curve. Instead of fighting diminishing returns, you lift the entire system. Costs stabilize. Revenues compound. Profitability sustains.
The shift is subtle, and it’s not as “sexy” as a shiny dashboard of lead counts. But it’s smarter. Cult brands like Liquid Death, Patagonia, and Supreme know this and they don’t chase every click. They invest in identity, creativity, and community. That’s what makes every future sale cheaper, every campaign more effective, and every customer more loyal.
The message is clear: the performance gold rush is over. The winners ahead will be the brands that find balance by blending data with creativity, performance with patience, and short-term wins with long-term equity.
Because in the end, it’s not about more leads. It’s about building a brand customers would never leave.
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]]>The post Why Creative Risk is the Lifeblood of Brand Building appeared first on cultbranding.com.
]]>Every time a creative pitches a bold campaign, challenges the status quo, or takes a big risk, they’re standing exposed in front of thousands of consumers, peers, shareholders, and competitors.
And yet, they keep doing it.
Thank goodness.
Because if there’s one thing we all know, it’s this: playing it safe is the fastest route to irrelevance.
In The Cult Branding Workbook, I call this the Golden Rule of Courage: cult brands are built by leaders and creatives who dare to be different, even when the world is skeptical. Liquid Death turned canned water into a counterculture icon. Glossier reimagined beauty by handing the microphone to its community. Supreme built a global following by embracing scarcity and audacity. None of them played it safe.
That knot in your stomach before you launch something new?
That nagging voice asking, “Have we gone too far?”
Those aren’t warnings. They’re your creative compass pointing true north.
Sure, you could settle for cookie-cutter campaigns and beige messaging. But where’s the magic in that? The most meaningful breakthroughs in branding come from someone raising their hand and saying, “What if?” even when their voice shakes, even when the data isn’t crystal clear, even when failure is a real possibility.
The truth is simple: living small is not only boring, it’s a disservice to the brands we serve and the customers who trust us.
So let’s stop punishing creative risk. Let’s celebrate it. Because behind every brand that earns cult-like loyalty is a creative who dared to push further than the rest.
The question is: what risks will you take this week?
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]]>The post Decision-Making at the Speed of Code appeared first on cultbranding.com.
]]>That’s the beauty of algorithms. They’re nothing more than precise instructions, like words, but in a language computers can execute. If you don’t speak this language, either learn it or keep someone close who does. Because whether you’re running a global enterprise or raising kids, fluency in the language of algorithms is about to rival fluency in English or Mandarin.
Here’s the kicker: the same principle applies in brand building. In The Cult Branding Workbook, we teach leaders to “model” loyalty by understanding Brand Lovers and mapping their needs. That model becomes your algorithm for human connection, a decision framework that removes guesswork, prevents overreaction to fads, and compounds understanding over time.
In short: Algorithms for machines. Brand models for humans. Both protect you from costly, emotional mistakes. Both are languages you can’t afford to ignore.
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]]>The post Your Culture Is Your Brand Delivery System appeared first on cultbranding.com.
]]>Salesforce’s Dreamforce is a masterclass; even the volunteers feel like part of the leadership team because they carry the same story.
My recommendations:
When employees live the promise, customers feel it instantly. That’s how you build loyalty from the inside out.
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]]>The post Lead Both Brands: Your Company’s and Your Own appeared first on cultbranding.com.
]]>What you say, post, or endorse can strengthen trust or shake it overnight. Cult Branding teaches us the principle of Openness, be intentional and consistent with your values across both brands.
Do this:
Your personal presence should be an asset that amplifies trust in your company, not a risk that undermines it.
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