Contribution. There’s a big difference between a cause and a claim. You can make a claim, but you have to live a cause.
It seems rather simple (albeit heavy-handed religious zealotry) to elevate one’s value system to a manifesto. The benefits are often underestimated by traditional marketers... learn more>>
Creating a cult brand takes a lot more than clever positioning. After coming out with a bang, then what? Your brand’s reason for being needs to be meaningful and it has to create its own visual and verbal language that is unique and resonates with its fan base. Each “member” must feel... Learn more>>
The best-loved brands are enablers; they help their devotees to live better, more meaningful lives. These brands make life richer because they don’t focus on selling products and services or features and benefits; they satisfy the deepest emotional yearnings that people have.
A story alone doesn’t cut it. No brand that enjoys a cult following has succeeded without have a powerful story that is not only shared but delivered across every channel, every customer touch point and every experience, or it doesn’t ring true. We talk about authenticity and honesty all of the time for good reason. A story is only as meaningful to brand fans as every experience that they have when they engage with the brand.Strategies for using brand narrative.
Who are we? Who do we want to be? When the vision, passion and values of one-of-a-kind brands inspire us and make us want to make their statement our own magic happens.. Learn More>>