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That’s a question we’ve explored for more than two decades. Through our research and work with leadership teams, certain qualities keep showing up: the courage to challenge conventions, a clear sense of purpose, and a deep understanding of the people a brand serves.
Cult Brands give customers something they feel proud to choose, participate ...
Our Cult Brand Report 2026 brings together research, seven brand examples, and practical tools to help you strengthen customer loyalty and make better growth decisions.
Inside, you will learn…
How to ...
When I wrote The Power of Cult Branding with Matt Ragas, Ph.D., now Professor and Director of Graduate Studies in DePaul University’s College of Communication, we were trying to...
For years, I’ve written here about our need to feel seen, understood, and connected. Lately, I’ve been thinking about another need that is easy to overlook: the chance to pause.
So many of us are good at showing up for work, family, and the people who count on us. We keep going even when our minds are full and our bodies are asking for a moment of quiet. ...
“Our customers only care about price.”
Imagine that sentence ending a discussion about improving the customer experience. The team closes the presentation, approves another promotion, and moves on.
Months later, customers are still waiting for discounts.
Leadership looks at the numbers and says, “See? We know our customers.”
But what ha...