Saved by sari
Cult Wars: The Making of a Cult Brand
When we achieve that kind of collective agreement, people don’t consume or join because of who we are (the brand); they do it because of who they are (the community). The brand or organization is now a way by which people express their identity.
Marcus Collins • For the Culture
The Culting of Brands: Turn Your Customers into True Believers by Douglas Atkin (An overlooked gem.)
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
In the absence of religion and other community belonging, consumers yearn to find the brands they can use as signals for identity curation and kinship – signaling to other Glossier or Stanley cup girls that no actually, we’re the same. Brands do this signaling implicitly (owning Aesop hand soap reveals something about you - well-to-do, metropolitan... See more
Nikita Walia • this is your brand with a universe
The Seismic Spiritual Shifts Shaping Digital Campfires — The Digital Campfire Download
digitalcampfires.coAny brand can cultivate a select group of people who are passionate about what it stands for and seeks to do in the world. Your focus might be hobbies like coffee making, running or self-care rituals; issues like gender equality and sustainability; or simply certain aesthetics.