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What are brand cults?

What are brand cults?

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 In this episode, Dr. Mara Einstein sits down with Chris Kneeland, co-founder of Cult Collective and The Gathering, and anthropologist Ali Demos of StrawberryFrog, to unpack the surprising overlap between cult psychology, brand loyalty, and modern movement-making.Together, they explore why brands like Apple, LEGO, Costco, REI, Harley-Davidson, YETI, and even gas stations inspire devotion that looks a lot less like shopping and a lot more like belonging. They also break down how movements like Opt Outside or Money Like a Woman emerge from cultural undercurrents—and why some brands earn genuine trust while others fall into the trap of purpose-washing – claiming a cause they aren’t committed to – ultimately leading to boycotts and consumer distrust.This conversation pulls back the curtain on the mechanics of brand cults: rites and rituals, villains and fights, co-creation, identity shaping, the erosion of traditional institutions, and the human desire to affiliate with something bigger than ourselves. It’s a candid look at how these forces shape consumer behavior—and why personal meaning-making has become fully embedded in the consumer marketplace.In this episode:Why “cult brand” doesn’t always mean niche—and how Barbie, the NFL, LEGO, and Porsche ended up in The Gathering’s Brand Hall of FameThe difference between a brand cult (top-down, ritual-driven) and a brand movement (bottom-up, co-created, culturally activated)How brands use rites, rituals, insider language, and “picking a fight” to build irrational loyaltyWhy some brands (Lush, Patagonia, CVS) take real risks that prove purpose isn’t just a taglineThe anthropology of cult / culture / cultivate, and why brands have become identity engines as religion and long-term employment declineWhy Costco shouldn’t work on paper—and why it’s one of the strongest cult brands in AmericaWhy even gas stations or utilities can build cult-like devotion Mentioned in this episode:Books & FrameworksThe Power of Cult Branding – Matthew W. Ragas & Bolivar J. BuenoThe Culting of Brands – Douglas AtkinBehavioral economics research (Ariely, irrational decision-making)Millward Brown research on category-normative marketingBrands, Campaigns & MovementsThe Gathering / Brand Hall of FameREI – Opt OutsideFour Leaf Credit Union – Money Like a WomanNorthwell Health – Raise Health / It Doesn’t Kill to AskLush Cosmetics (activist retail actions)Patagonia, Ben & Jerry’s, Apple, LEGO, Jeep, VansS’well (anti–single use plastic)Snickers – “You’re not you when you’re hungry”Southwest Airlines democratizing travelWawa, Buc-ee’s, TikTok creator communitySpike ballScholars, Thinkers, and Public Figures Douglas Atkin – former Airbnb global head of community and author of The Culting of Brands, whose work bridges social-movement organizing and brand communitiesMatthew W. Ragas & Bolivar J. Bueno – authors of The Power of Cult Branding, foundational research in identifying attributes of cult-like brand loyaltyDaniel Ariely – behavioral economist known for work on irrational decision-making and why consumers don’t behave according to classical economic logicMuniz & O’Guinn – marketing scholars who established the academic framework for understanding brand communitiesJane Goodall – referenced metaphorically by Chris Neelan for her observational approach, illustrating how brand leaders’ behavior can be studied as a form of social anthropologyFrances Haugen – relevant to the broader conversation about platform design, vulnerability, and algorithmic influenceCaitlin Clark – cultural reference point for the rise of women's economic and cultural influence, relevant to the “Money Like a Woman” movementTaylor Swift – referenced as an example of cultural energy and economic force shaping movement opportunitiesSteve Jobs & Tim Cook – examples of leadership transitions within cult brands, and how cult status persists (or doesn’t) beyond charismatic leadershipJeff Bezos – noted as one of the few brand leaders placed on a quasi-mythic pedestalAdam Neumann – invoked indirectly via comparisons to brand-movement failures and cultural overreach (WeWork as a “movement” turned cautionary tale)About the guest — Ali DemosAli Demos is Group Strategy Director at Strawberry Frog and leads brand planning on Northwell Health, FourLeaf Federal Credit Union, and several other clients. Trained as a cultural anthropologist, Ali leads a video ethnography practice within the strategy department and has made ethnographic films for many global brands, including IKEA, IBM, American Express, Starbucks, Dove, UPS, and DuPont. Ali has also been a hands-on, streetwise cultural researcher. She trained at the Citizen’s Police Academy in New York City for dissertation research on masculinity and law enforcement; explored the “Bollywood” phenomenon and the cult of Hindi movie stars while traveling in India; and wrote a thesis ...
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