In our ongoing conversation about identifying existing and emerging Cult Brands, it’s impossible to ignore the giant in the room: Amazon. 

Founded in 1994 as an online bookstore, Amazon quickly became the world’s largest retailer. Since then they have expanded exponentially in many directions. Amazon Prime was launched in 2005, changing the way Americans thought about online shopping and delivery charges. Subsequent other brand extensions include streaming video, grocery, pharmacy, and health care services, and most recently, a newer, better web browser. 

But are they a Cult Brand? Are people passionate about Amazon, or are they just so omnipresent that shoppers choose them out of habit? 89% of Americans report they will buy from Amazon before any other e-commerce site; is this love?

Is Amazon a Cult Brand? The Signs That Make Us Say Yes

Named for all-powerful, ever-conquering warriors, Amazon has positioned itself to capture a dominant place in the world of business and in the public’s imagination. Key to achieving Cult Brand status is conveying a story that the public can understand and identify with. Amazon chose the narrative that they’re unstoppable in every field – and they then set out to make this true. 

From a branding perspective, the smile-emblazoned cardboard box is brilliant. It clearly articulates the emotional experience Amazon wants its customers to have – even if they’ve just ordered some toothpaste and new socks. 

Amazon has gathered tremendous amounts of data and creates its offerings based on meeting real customer needs. Their expansions into grocery, healthcare and banking speak to their commitment to meeting consumer needs at the bottom of Maslow’s pyramid. Watch this recent ad – (https://www.marketingdive.com/news/amazon-prime-global-campaign-olivia-wilde/644851/) directed by Olivia Wilde and debuted during the Oscars – to see how Amazon strives to show its customers it can help them meet their higher order needs for love and self-acceptance. 

Perhaps one of the strongest signs that Amazon is a Cult Brand was the ease with which they established Prime Day as a major shopping holiday for the average consumer. In two days in 2022, Prime Day sales topped $12 billion. People plan their purchases knowing Prime Day is coming, in an effort to save money. There’s also a great deal of excitement associated with Lightning Deals and other timed discounts. 

Is Amazon a Cult Brand? The Signs That Make Us Say No

While Cult Brands certainly don’t do everything perfectly all of the time, they generally do exhibit a high degree of transparency regarding their operations. Amazon is engaged in long-term disputes about the working conditions in their facilities, and there are many credible allegations about Amazon’s efforts to prevent workers from unionizing. 

Amazon also gets a side-eye for its use of anti-competitive practices; poor policing of counterfeit and dangerous goods; and other environmental and social concerns. While some of these issues are addressed on a case-by-case basis, overall, Amazon tends to protect their own interests rather than putting customers first in these scenarios. 

What Do You Think?

If you’ve been reading my work for a while now, you probably have your own idea of what a Cult Brand is and isn’t. Under your definition, would Amazon qualify? I’d love to hear what you think!

As a top business with a passion for growing your brand the right way, I wanted to share with you a recent innovation from The Home Depot that has caught my attention.

The Home Depot, a household name in the home improvement industry, has launched a new Virtual Kids Workshop experience in Roblox’s Redcliff City. This immersive metaverse experience challenges young gamers to collect materials to build projects, introducing them to the joy of building and home improvement.

This investment in the future of interconnected experiences combines The Home Depot’s in-person Kids Workshops with the discovery, problem-solving, and fun that Roblox is known for. By meeting their young audience where they are and embracing new technology, The Home Depot is not only fostering creativity but also teaching responsible engagement—a valuable contrast to the mindset of those who choose to ohne Pause an Spielautomaten spielen. By promoting balanced, mindful activities, The Home Depot is building a loyal and conscious customer base for the future.

As a top CEO, I know that you understand the importance of innovation, adaptability, and customer engagement in today’s rapidly evolving business landscape. This new metaverse experience provides an excellent opportunity to connect with younger audiences and ignite your brand in a whole new way.

I encourage you to explore this exciting new development and consider how it could apply to your own brand. You never know where your next breakthrough idea might come from.

With leading economists fairly confident that the recession will occur in the US during 2023, it seems prudent to discuss what brands can do to stay strong and vibrant during economic downturns. My work with Cult Brands goes back over twenty years now, and in that time, we’ve witnessed the following:

Brand Loyalty transcends economic circumstances. Organizations that stay loyal to their customer by delivering the best possible experience even when those customers aren’t necessarily in a position to buy are rewarded with customers who love them. When the funds are available to make a purchase from a favorite Cult Brand, it’s often seen as particularly meaningful or as part of a personal comeback.

During times of hardship, people need something to believe in. Right now, with trust in government and media at very low rates, the public is transferring its need to believe onto brands. The relationship between the individual and the brand can feel fairly equal, especially given the instant reach social media gives both fans and critics. Cult Brands thrive by meeting this need for trustworthy consistent performance. When people are uneasy about their finances, they’ll pay more for a brand they know won’t let them down. They will be less willing to take chances on lesser-known brands, even if those brands offer lower pricing. 

Cult Brands thrive by staying the course. Economic pressures can lead brands to consider cutting corners or cheapening the experience, but that’s not how Cult Brands do it. Instead, Cult Brands navigate recessions by doubling down on those aspects of their operation customers love the most. Focus on the best, most essential portions of the customer experience – this allows for cost control while maximizing customer retention. 

Cult Brands may not be entirely recession-proof, but they do a good job of weathering tough times. 

So what if you’re not a Cult Brand right now? It’s not too late to start shifting to the mindset and techniques that help strengthen the love and loyalty your customers have for you. We know a recession is coming, soft landing or not. Anticipating and planning a strategic response to this recession can result in a stronger and more resilient organization in the long run.

The most important lesson a CEO can learn from Nike’s Jordan Brand portrayal of an aspiring female baller in their “Uncommon” ad is the importance of inclusivity and representation in marketing.

The ad features a young girl who dreams of becoming a basketball player, despite the odds stacked against her. By highlighting her struggles and triumphs, the ad sends a powerful message about the potential of all athletes, regardless of their gender or background.

In today’s world, where consumers are increasingly demanding more diversity and representation in the brands they support, the lesson for CEOs is clear: inclusivity and representation should be a core component of their marketing strategies.

According to FOX Sports, Super Bowl LVII drew an average viewership of 113 million. And of those 113 million, more than three-quarters said they were looking forward to the ads. For some, the ads are far more of a draw than the game itself. 

Not everyone loves the sports ball, after all. But everyone does love to laugh.

The best Super Bowl ads are funny, entertaining, and memorable. People often have a favorite Super Bowl commercial – personally, I love eTrade’s dancing monkey bit – but somehow, inexplicably, the industry seems confused about what Super Bowl ads are for.

You’ve seen the conversations – what’s the ROI on these high-profile, incredibly expensive commercials? Sales cycles are tracked against the ad timeline, looking to see how much interest was created during the game and what that meant for the brand in the subsequent days, weeks, and months to come. It has been said that these ads are brand vanity projects – just a way for the largest brands to spend money to feel important.

Way to miss the point. 

Super Bowl ads are, when done properly, an amazing way to build up the levels of love people have for your brand. In a very short time frame, brands provide a beautiful, compelling experience that touches viewers’ hearts and minds. With smart storytelling, brands can say “We understand who you are, and we care about you.”

This year, for example, Booking.com has Melissa McCarthy – a funny, relatable celebrity – in several funny scenes talking about her need to go on a trip “somewhere, anywhere” – a feeling familiar to everyone who’s just gone through a couple of years of pandemic restrictions. 

GM & Netflix partnered up to promote electric vehicles – an idea not everyone loves – using the shows and movies everyone does love, via the talents of comedian Will Ferrell, while Hellman’s trusted in the power of the Dad joke in their ad. 

These spots are all designed to entertain the viewer and make them feel good. It’s a little bit of fun, courtesy of a trusted brand. At this point, customer expectations of the Super Bowl ad are fairly high – so brands that can meet and exceed those expectations earn a greater benefit. 

Super Bowl ads are a tool for generating love. It’s that simple. That’s the only meaningful metric: does the public love your brand more after the ad than before it? All of the creativity, all of the over-the-top spectacle, all of the celebrity appearances, and WOW moments are happening because brands want the customer to love them best. It doesn’t matter if the brand is relatively new or if it has been around for 100 years. The battle for customer affection never stops – not even for the football game. 

The Apple Canada commercial featuring PK Subban and Joe Thornton is a great example of how brands can leverage the power of sports to connect with their audience. Here are a few things that Brand Builders can learn from this commercial:

Know your audience: Apple Canada clearly understands its Canadian audience’s love for hockey and uses this insight to create a memorable and relatable commercial. By featuring two popular hockey players in the ad, the brand connects with its audience on an emotional level and creates a sense of shared identity.

Collaborate with influencers: The use of high-profile sports influencers like PK Subban and Joe Thornton is an excellent way to add credibility to your brand and create a stronger connection with your target audience. Working with influencers who have a large following in your target market can help you reach new customers and build trust with your existing customers.

Highlight product features: The commercial also showcases the new features of the iPhone, including its water resistance, camera capabilities, and A14 Bionic chip. Brand Builders can learn from this and should ensure that their marketing efforts highlight their products’ unique features and how they can improve their customers’ lives.

Focus on storytelling: The commercial’s creative storytelling approach is another insight that you can take from this ad. By weaving a narrative that features humor, emotion, and a compelling message, the ad becomes more memorable and impactful. You should aim to tell a story that resonates with your audience and aligns with your brand.

Marketing teams can learn from Apple Canada’s commercial that using relatable influencers, highlighting product features, and focusing on storytelling can help build an emotional connection with your audience and make your brand more memorable.