This week, we kick off our Inc. feature coverage by exploring the making of–and proliferation of–cult brands. In this episode, executive editor Diana Ransom and editor-at-large Christine Lagorio-Chafkin invite Inc. staff writer Ali Donaldson to talk about an article she wrote that broke open a lot of consumer trends we’ve seen over recent years–and explained the anatomy of consumer-product virality. Certain brands seem to grow cult followings almost overnight. Turns out that’s no happy accident–it’s all in the plan. And Ali lays out precisely what that plan looks like for brands that achieve cult status.

Stanley, Kendra Scott, and Bogg Bag are extremely different companies–aside from the fact that each has skyrocketed in popularity in recent years. And it turns out, they are all fascinating case studies in appealing to customers, both online and offline. Bogg Bag, founded by Kim Vaccarella, out of Lodi, New Jersey, landed on the Inc. 5000 this year and expects to book over $100 million in revenue by the end of 2024. Kendra Scott, the Texas-based jewelry brand, continues to evolve with its customers online–and meets them where they are on campuses, too. And the Stanley cup stans are seriously engaged and proudly express it through TikTok and other social media channels. They might wonder: How on earth is this a 110-year-old company? Donaldson explains, and also dishes about her interview with the marketing genius behind both the Stanley brand shift that brought it to a new generation and the proliferation of Crocs.

Source notes and additional research and information:

Read: How Preppy Cult Brands Captured the Imagination and Wallets of Female Consumers, by Ali Donaldson, on Inc.com

Read: How This Marketing Pro Got Crocs on Every Celebrity–and Also Was Behind the Stanley Tumbler Trend

Listen: Kendra Scott interviewed on Inc.’s What I Know podcast

Read: How Kendra Scott Crafted a Remarkably Wholesome Customer Service Philosophy

Read: A history of Stanley Cups, via Stanley1813.com

Read: Dive into the 2024 Inc. 5000 list of fastest-growing companies in America

Visit: Kendra Scott

Visit: Bogg Bag

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