Podcast Title: From the Ground Up
Episode: How Cult Brands Capture Imaginations–and Wallets (Flashback)
Release Date: June 30, 2025
Hosts: Diana Ransom & Christine Lagorio-Chafkin
Guest: Ali Donaldson, Inc. Staff Writer

Introduction

In the June 30, 2025 episode of From the Ground Up, hosts Diana Ransom and Christine Lagorio-Chafkin delve into the fascinating world of cult brands and explore how companies like Stanley, Kendra Scott, and Bog Bags have captivated both the imaginations and wallets of consumers, particularly women. With insights from Inc. staff writer Ali Donaldson, the discussion uncovers the strategies behind these brands' meteoric rises and sustained popularity.

Celebrating Entrepreneurship: Inc. 5000 Gala Highlights

Before diving into the main topic, Christine shares exciting news about the upcoming Inc. 5000 annual gala and conference in Palm Desert, California, scheduled for October 16-18, 2024. The event, dubbed "Entrepreneur Prom," will feature notable figures such as Ayesha Curry of Sweet July and Ryan Reynolds, celebrating successful entrepreneurs and the fastest-growing companies.

The Rise of Cult Brands

Stanley: From Functional to Fashionable

Diana introduces Stanley as a prime example of a cult brand that has transcended its utilitarian roots to become a fashion statement. "Everybody's so concerned about if the Stanley spills," Diana remarks at [00:41], highlighting the brand's obsession among its fans. The conversation reveals how Stanley's redesigned products, now featuring a variety of colors and user-friendly features like straws and handles, have resonated with a broader audience beyond their traditional male base.

Ali Donaldson elaborates on Stanley's transformation:
"They realized they had a product that was extremely male skew and were leaving out half the population of women. So they made changes like a different color palette and added features that appealed to a wider demographic," ([07:54]).

Kendra Scott: Jewelry as a Lifestyle

Kendra Scott exemplifies how a brand can cultivate a devoted following through strategic collaborations and product diversification. Ali explains how Kendra Scott has expanded from colorful jewelry popular among college sororities to including higher-end pieces like engagement and wedding rings, ensuring the brand grows alongside its consumers ([26:21]).

Bog Bags: Function Meets Virality

Bog Bags, founded by Kim Vaccarella in Lodi, New Jersey, has experienced explosive growth, landing on the Inc. 5000 list and projecting over $100 million in revenue by the end of 2024. Ali describes Bog Bags as a "Crocs-inspired bag" made from durable EVA material, designed to be both stylish and functional ([16:08]). Their success stems from positioning the brand in high-end local boutiques and leveraging online virality through platforms like TikTok and Instagram.

“It's almost like an offline IRL virality that then people started posting about it online,” Ali notes ([17:57]).

Marketing Strategies Behind the Success

Influencer Collaborations and Viral Marketing

Ali Donaldson highlights the importance of influencer collaborations in driving brand virality. Using Stanley's partnership with Olivia Rodrigo as an example, he explains how celebrity endorsements and limited-edition drops create buzz and a sense of scarcity. “This is that cup that sits in your car that's so big that you always have water in it and the ice stays for days or through fires,” Ali describes Stanley’s product features that fueled its viral appeal ([07:57]).

Scarcity and Limited Drops

A recurring theme is the strategic use of scarcity to enhance desirability. Drawing parallels with sneaker culture, Ali discusses how limited editions and frequent drops keep consumers engaged and eager to purchase before items sell out. “We're gonna have drops, we're gonna have limited edition versions of this shoe... it creates a sense of freshness and FOMO,” he explains ([11:06]).

Product Design and Market Fit

The alignment of product design with consumer preferences is crucial. For example, Bog Bags' square, hard-bottom design not only offers durability but also aesthetics that appeal to their target market. Ali emphasizes the importance of a “hero product” with strong market fit, which serves as the foundation for successful limited editions and collaborations ([24:04]).

The Role of Terrence Riley in Brand Marketing

Terrence Riley, former Chief Marketing Officer at Crocs and current president of Hey Dude, plays a pivotal role in shaping the marketing strategies of cult brands. His "sneakerhead mentality" focuses on creating excitement through limited releases and collaborations, a strategy he successfully implemented at Crocs and is now applying to Hey Dude.

“It’s that sneaker head mentality of saying, we’re gonna have drops, we’re gonna have limited edition versions of this shoe,” Ali explains ([11:06]). This approach has proven effective in maintaining consumer interest and driving sales through continuous novelty and exclusivity.

Consumer Behavior and Brand Identity

Despite economic challenges, consumers remain loyal to cult brands, often making substantial purchases even when finances are tight. Ali observes that “these brands become part of our identity,” suggesting that purchases are not just transactions but expressions of personal identity and belonging ([21:28]).

Kendra Scott’s strategy to foster intergenerational loyalty—where children and parents alike engage with the brand—ensures sustained growth and brand longevity. Ali notes, “They have this intergenerational approach where they want someone's daughter to come home and tell her mom... it will become this brand that stays with you forever,” highlighting the deep emotional connections consumers develop with the brand ([26:17]).

Risks and Challenges

While collaboration and virality drive growth, they also pose risks of diluting brand identity. Ali warns, “there’s a risk you can really water down your brand if you slap it on any other partnership,” emphasizing the need for strategic alignment in collaborations to maintain brand integrity ([13:40]).

Diana counters by asserting that meaningful collaborations that align with the core audience can enhance rather than dilute the brand. Ali agrees, stating that understanding and targeting the right demographic is key to successful partnerships ([14:37]).

Expansion and Future Directions

Brands like Bog Bags aim to expand beyond their initial stronghold in the Southeast by leveraging collaborations with established retailers like Dillard's and Bass Pro Shops. Ali mentions their efforts to increase national brand recognition and penetrate new markets: “They’re trying to reach an older skew through collaborations with Southern Living,” which targets a different demographic compared to their online presence ([29:03]).

Furthermore, Bog Bags is introducing innovative products like tabletop attachments, enhancing the functionality of their bags and opening new avenues for consumer engagement ([21:06]).

Conclusion and Key Takeaways

The episode concludes with reflections on the delicate balance between maintaining brand identity and pursuing aggressive growth through collaborations and limited editions. The hosts and Ali underscore the importance of understanding consumer behavior, strategic marketing, and product design in cultivating and sustaining cult brands.

“These brands are so online and have really created this world around their brands, almost their own sense of vocabulary and universe,” Ali summarizes, emphasizing the multifaceted approach necessary for modern brand success ([27:19]).

Notable Quotes

• Diana Ransom: “Everybody's so concerned about if the Stanley spills.” ([00:41])

• Ali Donaldson: “We're gonna have drops, we're gonna have limited edition versions of this shoe... it creates a sense of freshness and FOMO.” ([11:06])

• Ali Donaldson: “They realized they had a product that was extremely male skew and were leaving out half the population of women.” ([07:54])

• Ali Donaldson: “They have this intergenerational approach where they want someone's daughter to come home and tell her mom... it will become this brand that stays with you forever.” ([26:17])

• Ali Donaldson: “You have to resist that temptation to just slap your brand on any other partnership, thinking that it'll build your audience. Because at some point, you water it down.” ([14:37])

Final Thoughts

This episode of From the Ground Up provides a comprehensive exploration of how certain brands achieve cult-like status through strategic marketing, product innovation, and deep understanding of their consumer base. By dissecting the success stories of Stanley, Kendra Scott, and Bog Bags, listeners gain valuable insights into the intricate dance between brand identity and consumer engagement that drives sustained business growth.

For more in-depth analysis, listeners are encouraged to read Ali Donaldson's feature on cult brands available at ink.com.

Produced by Julia Shue and Avery Miles, edited by Blake Odom, with mix and sound design by Nicholas Torres. Executive Producer: Josh Christensen.