In 2002, our founder BJ published The Power of Cult Branding, the first book to explore Cult Brands in-depth and uncover the strategies they use to create diehard fans. But, we didn’t stop there: over nearly two decades we’ve put the principles in action with brands across a wide range of industries.

We know what works and what doesn’t work when it comes to building loyalty.

Just like all Cult Brands, we start with understanding what motivates your best customers—your Brand Lovers—to do business with you and use those insights to develop strategies to appeal to all customer segments.

Many organizations think they know what their best customers are like—and many do from a demographics perspective—but few organizations actually know what motivates their customers at a psychological level to do business with them.

And, many organizations have conflicting views of the customer across different departments: they lack a single, cohesive view of who their best customers are and what motivates them.

Without a cohesive view, it’s pretty hard—if not impossible—to develop lasting loyalty.

We coach your organization to unravel your own assumptions about your best customers, to come to a deeper understanding of what motivates your customers, and to develop strategies—based on Cult-Branding principles—to help you develop loyalty to your brand.