Great cult brands drive wedges between schools of thought, alliances, communities, ideologies, and even other brands. They do this by spreading their radical differences with those searching for individualism. Ultimately, with a lot of luck and incredible attention to detail, these select few cult brands become a destination for their followers to... See more

Moskowitz blames techno-capitalism’s monetisation of human emotion. Social platforms, they argue, create environments in which users willingly contort themselves into ever more extreme versions of themselves – louder, cringier, more exposed – just to be seen. It’s the natural byproduct of systems that reward emotional spectacle and penalise silence... See more