Associated with
Liz Armistead
3 min read
The Gathering 2018: What does it take to create a cult brand?
Brands like Gatorade, Jeep, and Jack Daniel's have been household names for so long, they feel like something more than companies that sell us sports drinks, cars, and whiskey. They feel like part of our collective culture. Then there are new brands like Beats by Dre that manage to achieve cult status seemingly overnight. So what distinguishes a merely super-successful business from a cult brand that inspires customers "not just to buy, but to buy in"?
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