Decoding the Cult Brand Genome
The theory of the traditional purchase funnel has been debunked. And consumers now believe each other more than advertising. As such, a new breed of marketer is emerging. One with the competence to leverage new tools and the courage to buck status quo. Some brands - Red Bull, GoPro, UFC, Madden, Urban Outfitters - have already figured it out and are succeeding where their more traditional competitors are failing - despite spending more on paid media than ever before.
I have dissected dozens of cult brands and discovered the six 'tricks of the trade' employed by their leaders and embraced by their cultures. Nothing they do can't be duplicated by those with the desire and determination to achieve advocacy over acquisition. In 12 minutes your learn what it takes to not only get customers to buy, but to buy in. Here's a hint... in requires you to make an impression instead of spending all your time and money buying impressions.
I graduated with Master’s degree in marketing communications from Northwestern University and worked client-side at John Deere and The Home Depot prior to selling my soul to join an ad agency (Rapp) in Dallas TX. For five years I worked with Best Buy, Macy's, HEB, Supervalu, Famous Footwear and other blue chip retailers to improve their customer engagement. In 2010 I moved to Calgary to run Watermark Advertising Design. Then, in September 2012, I resigned to join a Cult.