Why some brands feel like movements (and others fade away)
The psychology behind cult brands, the power of rituals, and a simple way to make your brand more than just a product.
👋 Hey, Community Padawans!
Good morning!
Before we dive in, a quick heads-up: we’re trying something new.
We get a lot of thoughtful feedback from this community (seriously, thank you!), and one thing that stuck out was that while some of you love deep dives, others prefer something shorter and more to the point.
Fair enough. Let’s experiment. This week, we’re tightening things up.
Less fluff, same insights, and hopefully, more value in less time. Let’s see how it feels.
Starting today. Let’s go.
🚀 The 3 psychological triggers behind cult brands (and why some brands feel like a movement).
📈 One big trend shaping the future of brand-building.
💡 A 30-second practical tip to turn customers into die-hard fans.
Let’s get into it. ⬇️
🛠️ Feature Story → “The 3 psychological triggers of cult brands”
Some brands just…stick. People tattoo their logos, build their identities around them, and defend them like family.
It’s not just about products. It’s about psychology.
The brands that build cult-like loyalty tap into three key triggers:
1️⃣ Identity: It’s not just a brand; it’s who they ARE.
(Example: Patagonia = protecting the planet. It’s a statement, not just a jacket.)
2️⃣ Belonging: It feels like joining a tribe, not just buying something.
(Example: SoulCycle isn’t just a cycling class; they’re selling an exclusive club.)
3️⃣ Rituals: They go beyond products and create experiences.
(Example: Red Bull doesn’t market energy drinks. It fuels extreme sports culture.)
📖 CASE STUDY: How On Running built a cult-like community
They started with a niche audience of serious runners.
Now, they’re outselling Adidas in running shoes.
Their secret? They made people feel like athletes first, customers second. That’s the power of identity, belonging, and rituals in action.
If this fascinates you, I highly recommend “The Culting of Brands” by Douglas Atkin. A great read on why brands like Apple and Harley-Davidson feel more like movements than companies.
📈 THE TREND TO WATCH → “Brand rituals are the future”
Instead of just marketing, the strongest brands today are building small moments that feel personal and repeatable.
✅ Nike: Athletes tapping their shoes, wearing their “lucky” gear before a game.
✅ Starbucks: Your name on the cup—it’s not just coffee, it’s a daily ritual.
✅ Lululemon & Gymshark: Free in-store workouts? That’s a brand-building experience.
And here’s where it gets even more interesting…
More and more brands are pulling their communities into the process.
Exclusive events. Co-creation moments. VIP experiences for insiders.
One example, Db that invited some of their customers to come to Portugal for a creative workshop.
This is something I want to explore next week:
📢 What it really means to build a Community-First Brand.
We’ll talk about how brands are moving beyond “audiences” and into true communities. Where people feel like they’re part of something, not just customers.
More on that soon.
💡 TACTICAL TIP: Make your brand a ritual.
Each week, I share one small, practical idea you can apply right away.
Today’s Play: create a small ritual around your brand.
What’s one simple habit your customers could associate with what you do? Something repeatable, familiar, and meaningful?
Hit reply if something comes to mind—I’d love to hear your thoughts.
🚀 That’s it for this week. Hope this gave you something to chew on.
We’ll be back, same time next week. Until then, take care, keep creating, and talk soon.
👊 Francisco