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How To Start A Cult Brand | Lessons From Peloton, Nike, and CrossFit
Marketing Against The Grain
Is There a Cult Brand?
A cult brand is essentially a decentralization, a disaggregation of community and experience. What I think you need to be a cult brand is you need to stand for one of the four reasons people join a cult, right? And again, for brands, it's often going to be belonging or purpose. Lemonade insurance is a really good example of a brand that fits in the criteria, has a very clear enemy.
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