How Cult Brands Create Movements (And You Can Too)

"Those who would transform a nation or the world cannot do so by breeding and captaining discontent … or by coercing people into a new way of life. They must kindle an extravagant hope." — Eric Hoffer

Think about the last time you saw a brand trying to jump on a viral trend.

It may have worked.

More likely, it felt forced.

One moment, everyone is laughing at a joke online, and the next, some brand is awkwardly trying to make it about them. This is the problem with many marketing strategies today—they chase moments instead of movements.

The Trap of Visibility

In 1965, advertising legend Bill Bernbach pointed out that 85% of ads were ignored. Today, that number is likely even higher. With more screens, more channels, and more brands vying for attention, simply being seen isn’t enough. Companies pour millions into Super Bowl ads, but even the most viral campaigns don’t always translate to sales. Hyundai’s 2016 Super Bowl ads racked up over 52 million YouTube views, yet sales barely budged.

The lesson?

Visibility is not impact.

Instead of chasing views, likes, or fleeting trends, the most successful brands focus on creating a movement—a lasting emotional connection that inspires action and loyalty.

From Trend to Movement

Consider the difference between a viral moment and a cultural movement. A meme like "Damn, Daniel!" may generate buzz, but it doesn't create lasting brand equity. Contrast that with Apple, Harley-Davidson, or Star Trek. These brands didn't just sell products; they sold a vision of a better future.

Eric Hoffer, in The True Believer, describes how real movements aren’t about coercing people into a new way of thinking—they’re about igniting hope.

Apple promises creativity and innovation.

Harley-Davidson sells freedom.

Star Trek envisions a united, progressive future.

To build a movement, a brand must:

• Tap into deep human needs — What aspirations or fears does your brand address?
• Define a clear archetype — How does your brand uniquely embody its role in customers' lives?
• Offer a compelling vision — What does a better future look like for your audience?
• Foster community — How can people participate, connect, and reinforce their shared identity?

The Power of Community

Strong brands create spaces where their followers can engage with each other, not just with the brand. Harley-Davidson has its Harley Owners Group. Apple has its Apple User Groups. Star Trek fans have conventions where they live out their shared vision.

Sociologists Albert Muniz and Thomas O'Guinn define brand communities through three markers:

1. Shared Consciousness — A deep sense of belonging among members.
2. Rituals and Traditions — Meaningful experiences that reinforce the brand's values.
3. Moral Responsibility — A commitment to fellow members and the community.

By creating these communities, brands do more than sell; they become part of their customers' identities. When people feel connected to a brand's vision, they don’t just buy the product—they live the brand.

How to Build Your Movement

1. Identify core human needs your brand speaks to.
2. Align with an archetype that uniquely embodies these needs.
3. Craft a powerful message that promises a better tomorrow.
4. Communicate consistently across all brand touchpoints.
5. Create community experiences where customers can connect and reinforce their shared values.
6. Bring the vision to life through ongoing programs, storytelling, and engagement.
7. Never stop nurturing the movement.

The Future of Branding

Brands that chase visibility will continue to fight for scraps of attention.

But brands that inspire movements will stand apart—not just by being different, but by being irreplaceable in their customers' lives.

Are you building a brand that gets noticed for a moment or one that inspires loyalty for a lifetime?

The choice is yours.