One of the things that differentiate cult brands from mediocre ones is the understanding that internal engagement contributes to the development of the brand as much as, if not more than external engagement does. When you look at companies like Zappos, Costco or Lululemon, you might be surprised why such brands could succeed without spending much on traditional advertising. The secret is in making impressions, not buying impressions. Chris Kneeland explains this concept further in this conversation with Meny Hoffman. As the CEO of Cult Collective, one of North America's premier engagement marketing firms, Chris has worked with some of the most iconic cult-like brands on the planet, allowing him to curate proven marketing principles that make all the difference. Join in as he shares a few of these principles that anyone can start to apply in their own business.