HOW TO BUILD A CULT BRAND

Summary from the TLDR Marketing newsletter

Cult brands build loyalty by selling identity, not products. They create insider rituals and tell stories that customers repeat to other people. Patagonia turned a controversial "Don't Buy This Jacket" message into a 30% revenue increase the next year because supporters rallied around its values. Glossier built community into product development and generated 70% of sales through peer referrals. The strongest brands give members a sense of belonging and reflect the person customers want to become.