Cult Wars: The Making of a Cult Brand

When brands connect with people who subscribe to the same belief, the congregation of people who subscribe to the same ideology, not only do those people buy from said brand, but they also use the brand to communicate their identity and share it with people who are just like them. And those people share it with other people who are just like them,

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Starting in the 2010s, America’s fastest-growing companies in general became the ones that offered not only desirable products and services, but also personal transformation, belonging, and answers to big life questions like: Who am I in this increasingly isolated world? How do I connect with people around me? How do I find my most authentic self a

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In the race to the top of responsive innovation and experience-building, a few recent trends are resurfacing as powerful approaches to the intersection of brand, behavior and psychology. The concept of “tribal branding,” of understanding and activating our collective behaviors and unmet evolutionary needs, cuts through the clutter of motivations, t... See more