Never give up. Because branding is about persisting. After her 8th attempt, Lizzo an artist with a Cult Brand following successfully trademarks her popular catchphrase ‘100% That Bitch’. As leaders, we can learn several important lessons from Lizzo. Persistence pays off: Lizzo failed to secure the trademark for her...
https://youtu.be/fkkrCnHVbO0 This ad is so clever! We love how it uses technology and humor to create a unique selling proposition for the brand. By placing fitness trackers on their free-range chickens and printing their step counts on the eggs, Honest Eggs Co. is not only promoting transparency but...
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...
Over the years that we’ve been researching and assisting Cult Brands - companies like Apple, Coca-Cola, and Kohl’s - it’s become clear that there’s a reliable process for identifying organizations that have the potential to achieve Cult Brand status. It’s this process - illustrated with examples...
A few years back, I had the pleasure of meeting Victor Oviedo, one of the co-founders of the SCALE Global Summit. During our conversation, he shared an innovative idea that he, Kelly O'Connor, the CEO of SCALE Global, and Tony Hsieh had been working...
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...
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...
We all have our favorite news sources, and over the years, I’ve come to appreciate CNET’s excellent, in-depth coverage. But recently, things have changed, and now, distressingly, I know why. Red Ventures acquired CNET in 2020. At that time, CEO Rick Elias told the staff that...
https://youtu.be/8_6hjIAF5Ws 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...
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...