Many brands chase growth by casting the widest possible net. More impressions. More clicks. More eyeballs. But in the race for reach, they often miss the people who matter mostâtheir Brand Lovers. From The Cult Branding Workbook: âThe sole purpose of business is to create a customer.â ...
Most companies chase the âideal customer.â They build entire campaigns around demographic precision, age ranges, income brackets, and buyer personas. But Cult Brands do the opposite. They donât narrow their audience.They open their arms. The Cult Branding Rule of Openness is simple: Cult Brands are radically inclusive....
In Cult Brands, leadership isnât just about strategy, operations, or profit.Itâs about creating clarity, especially when it comes to the customer. As the Cult Branding Workbook puts it: âEach team member must clearly understand how he or she contributes to the customerâs experience.â This one sentence captures what...
âHow do we grow fast and build a brand that lasts?â This is one of the most important questions modern CEOs face. Every quarter brings new revenue targets, performance dashboards, and boardroom pressures to deliver now. Yet, every brand that truly mattersâNike, Apple, Patagonia, Trader Joeâsâwas built...
âAre we delivering on our brand promise at every customer touchpointâfrom the inside out?â This is the question smart CEOs are asking. Because no matter how inspiring your brand story is, how slick your campaigns are, or how bold your customer promise may soundâit all breaks down...
In todayâs noisy, choice-rich economy, CEOs are losing sleep over one pressing concern: âWhy should anyone choose us over the competitionâand stay with us?â With price wars, mature categories, and advertising overload, simply having a âbetter productâ isnât enough. Consumers arenât just buying features anymore. Theyâre buying...
In the rush to scale, innovate, and stay ahead, most CEOs focus on whatâs next. But real growth doesnât start with the futureâit starts with the truth. Where are you now? This question is simple, but itâs often the most overlooked. And yet, itâs where we always...
Despite transforming from a maker of light bulbs and appliances into a modern leader in aerospace, healthcare, and energy, General Electric (GE) has held onto one powerful visual constant: its iconic logo. The GE monogramâa flowing script âGEâ encircled by decorative swirlsâwas first trademarked in 1900....
In a world full of noise, hype, and marketing gimmicks, thereâs something undeniably refreshing about a brand that just keeps showing up, doing what it says, and earning peopleâs trust year after year. Charles Schwab is one of those rare brands. In 2025, Schwab took home the...
Over the years, Iâve written a lot about customer loyalty, brand love, and building communities. But if I had to sum up the heart of it all in two words, it would be this: đ Customers First Thatâs why I wrote my third book with exactly that...