Brand Builder Lab

Subscriber-only episode

What do Peloton, Liquid Death, Crocs, and Duolingo all have in common? In this episode, we unpack the secret sauce behind cult brands—the ones that go way beyond product to spark deep emotional connection and community.

From sonic branding and unique lingo to rituals, visual identity, and even shared enemies, we break down the patterns that turn customers into superfans.

You’ll hear real-world examples, fresh insights, and a powerful takeaway: building a brand people believe in starts with authenticity, not imitation. Plus, we tease the upcoming 2025 workbook for "Follow the Feeling: Brand Building in a Noisy World."

Whether you’re building a startup or refreshing your brand, this is your blueprint for turning an audience into a tribe.

Subscribe to the weekly Brand Builder Lab newsletter. 

Produced by Kai D. Wright. Follow Kai on LinkedIn. 

Buy the companion book, "Follow the Feeling: Brand Building in a Noisy World" on Amazon. 

💬 Text us.

What do Peloton, Liquid Death, Crocs, and Duolingo all have in common? In this episode of Brand Builder Lab, we unpack the secret sauce behind cult brands—the ones that go way beyond product to spark deep emotional connection and community. 

From sonic branding and unique lingo to rituals, visual identity, and even shared enemies, we break down the patterns that turn customers into superfans. 

You’ll hear real-world examples, fresh insights, and a powerful takeaway: building a brand people believe in starts with authenticity, not imitation. Plus, we tease the upcoming 2025 workbook for "Follow the Feeling: Brand Building in a Noisy World."

Whether you’re building a startup or refreshing your brand, this is your blueprint for turning an audience into a tribe.

Subscribe to the weekly Brand Builder Lab newsletter. 

Produced by Kai D. Wright. Follow Kai on LinkedIn. 

Buy the companion book, "Follow the Feeling: Brand Building in a Noisy World" on Amazon. 

💬 Text us.