Every industry has its “safe bets.” The products and services that succeed by being reliable, consistent, and available. They’re the brands people don’t mind switching out for a cheaper alternative at the grocery store or at the car rental counter.
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?
It Starts With Identity, Not Product
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.
They Dare to Be Different
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.
They Build Community
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.
The Fork in the Road
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.