Episode Summary: How to Build a Cult Following In 2025

Release Date: December 17, 2024
Hosts: Alex Garcia & Brian Blum
Podcast: Sweat Equity by Marketing Examined

In this engaging episode of Sweat Equity by Marketing Examined, hosts Alex Garcia and Brian Blum delve deep into the art and science of building a cult following for brands in 2025. Steering away from previous discussions that focused on individual brands, this episode presents a comprehensive "recipe" for cultivating a loyal and passionate fan base. The conversation is structured around six pivotal components essential for creating a cult-like following: Narrative Building, Mission Statements, Defining an Enemy, Characters, Pillars and Purpose, and Creating Social Series. Throughout the discussion, Alex and Brian utilize real-world examples and actionable insights to illustrate each concept.

1. Narrative Building

[01:19]
Alex kicks off the conversation by emphasizing the importance of narrative building as the foundation for a cult following. He outlines two critical questions brands must address:

1. How would someone consuming your content describe it in three words or less?
2. What feeling does someone walk away with after engaging with your content?

Alex states, "If you can't actually be able to define that or answer that, then you're actually just creating content for content's sake" ([04:40]). This clarity helps brands ensure their content aligns consistently with their desired narrative.

Example:
Nike's "Just Do It" slogan exemplifies strong narrative building, where every campaign reinforces their overarching message of inspiration and athleticism.

2. Mission Statements

[07:52]
The hosts transition to the significance of mission statements. Alex explains the distinction between internal and external missions:

• Internal Mission: The brand's internal goals and aspirations.
• External Mission: The mission that resonates with customers and encourages them to rally behind the brand.

He contrasts Nike’s mission, "To bring inspiration and innovation to every athlete in the world," with Puma's more self-centric mission, highlighting the need for mission statements to focus on customer value and inspiration. Alex notes, "A good mission isn't about you and who you want to be. It's about who you want to inspire, motivate, educate, and bring value to" ([09:06]).

Example:
4Ocean’s mission to "end the ocean plastic crisis" not only defines their internal goals but also engages customers by allowing them to contribute directly to this cause through purchases.

3. Defining an Enemy

[15:21]
Brian introduces the concept of defining an enemy as a cornerstone for building brand loyalty. An enemy can be an action, product, corporation, or even an undesirable version of oneself. This adversary galvanizes the customer base and strengthens their connection to the brand.

Example:
Midday Squares positions large chocolate companies like Hershey’s and Nestlé as their enemies, creating a clear contrast that elevates their brand in the eyes of consumers.

Brian emphasizes, "The enemy has to be someone that is attacking your customer. Because if not, the content's not going to hit the same" ([16:21]).

4. Characters

[24:39]
Characters play a vital role in humanizing the brand and fostering emotional connections. Alex and Brian discuss how incorporating founders, employees, customers, and influencers as characters can transform products into beloved symbols.

Example:
Gymshark’s influencer C Bump and multiple hybrid athletes for BPN illustrate how characters can embody the brand’s values and mission, making the brand more relatable and engaging.

Alex remarks, "You need somebody that is taking a product and makes it something that people want to rally behind" ([25:39]).

5. Pillars and Purpose

[27:14]
The conversation shifts to pillars and purpose, where each content type (pillar) is tied to a specific goal (purpose). This alignment ensures that every piece of content serves a strategic function within the broader marketing strategy.

Example:
Poor Boy Coffee utilizes their vlog content to build awareness and affinity by showcasing transparency, akin to reality TV shows like "Keeping Up with the Kardashians."

Brian points out, "If you attach a purpose to each pillar, then you understand why you're creating that content and repeating it week over week" ([28:07]).

6. Creating Social Series

[29:53]
Alex introduces the idea of social series, likening brand content to TV shows that form habits and set expectations. By creating recurring content series, brands can maintain consistent engagement and keep their audience anticipating future content.

Example:
Midday Squares and Poor Boy Coffee have effectively built social series that align with their missions, fostering a routine engagement similar to beloved TV shows.

Brian adds, "Series allow you to say, you know what you're going to get. And this one is the craziest of them all" ([32:43]), highlighting how predictable yet entertaining content can drive sustained audience interest.

Real-World Applications and Case Studies

Throughout the episode, Alex and Brian provide numerous examples of brands successfully implementing these components to build their cult followings:

• Poppy: Utilizes founder-led and employee-generated content to project a image of being silly, trendy, and healthy.
• 4Ocean: Combines a clear mission to eliminate ocean plastic with tangible actions like selling bracelets made from recycled plastic.
• Filter Baby: Excels in educational content that highlights the dangers of dirty water and positions their product as the solution.
• Jocko: Focuses on personal discipline as the enemy, aligning their products with the customer’s quest for self-improvement.

Notable Quotes

• Alex Garcia: "If you can't actually be able to define that or answer that, then you're actually just creating content for content's sake." ([04:40])
• Brian Blum: "The enemy has to be someone that is attacking your customer. Because if not, the content's not going to hit the same." ([16:21])
• Alex Garcia: "You need somebody that is taking a product and makes it something that people want to rally behind." ([25:39])
• Brian Blum: "Series allow you to say, you know what you're going to get. And this one is the craziest of them all." ([32:43])

Conclusion

In "How to Build a Cult Following In 2025," Alex Garcia and Brian Blum offer a detailed blueprint for brands aiming to transform their customer base into a dedicated community. By focusing on narrative building, mission statements, defining an enemy, incorporating characters, aligning pillars with purpose, and creating social series, brands can foster deep emotional connections and unwavering loyalty. This episode serves as an invaluable resource for marketers seeking to elevate their brand strategies and build lasting, impactful relationships with their audience.

Takeaway: Building a cult following is not about isolated efforts but a cohesive strategy that intertwines the brand’s narrative, mission, and content into a compelling and consistent experience for the audience. Implementing these six key components can position a brand for sustained success and passionate customer engagement in the competitive landscape of 2025.