What are brand cults?

In this episode, Dr. Mara Einstein sits down with Chris Kneeland, co-founder of Cult Collective and The Gathering, and anthropologist Ali Demos of StrawberryFrog, to unpack the surprising overlap between cult psychology, brand loyalty, and modern movement-making.

Together, they explore why brands like Apple, LEGO, Costco, REI, Harley-Davidson, YETI, and even gas stations inspire devotion that looks a lot less like shopping and a lot more like belonging. They also break down how movements like Opt Outside or Money Like a Woman emerge from cultural undercurrents—and why some brands earn genuine trust while others fall into the trap of purpose-washing – claiming a cause they aren’t committed to – ultimately leading to boycotts and consumer distrust.

This conversation pulls back the curtain on the mechanics of brand cults: rites and rituals, villains and fights, co-creation, identity shaping, the erosion of traditional institutions, and the human desire to affiliate with something bigger than ourselves. It’s a candid look at how these forces shape consumer behavior—and why personal meaning-making has become fully embedded in the consumer marketplace.

In this episode:

• Why “cult brand” doesn’t always mean niche—and how Barbie, the NFL, LEGO, and Porsche ended up in The Gathering’s Brand Hall of Fame
• The difference between a brand cult (top-down, ritual-driven) and a brand movement (bottom-up, co-created, culturally activated)
• How brands use rites, rituals, insider language, and “picking a fight” to build irrational loyalty
• Why some brands (Lush, Patagonia, CVS) take real risks that prove purpose isn’t just a tagline
• The anthropology of cult / culture / cultivate, and why brands have become identity engines as religion and long-term employment decline
• Why Costco shouldn’t work on paper—and why it’s one of the strongest cult brands in America
• Why even gas stations or utilities can build cult-like devotion 

Mentioned in this episode:

Books & Frameworks

• The Power of Cult Branding – Matthew W. Ragas & Bolivar J. Bueno
• The Culting of Brands – Douglas Atkin
• Behavioral economics research (Ariely, irrational decision-making)
• Millward Brown research on category-normative marketing

Brands, Campaigns & Movements

• The Gathering / Brand Hall of Fame
• REI – Opt Outside
• Four Leaf Credit Union – Money Like a Woman
• Northwell Health – Raise Health / It Doesn’t Kill to Ask
• Lush Cosmetics (activist retail actions)
• Patagonia, Ben & Jerry’s, Apple, LEGO, Jeep, Vans
• S’well (anti–single use plastic)
• Snickers – “You’re not you when you’re hungry”
• Southwest Airlines democratizing travel
• Wawa, Buc-ee’s, TikTok creator community
• Spike ball

Scholars, Thinkers, and Public Figures

 

• Douglas Atkin – former Airbnb global head of community and author of The Culting of Brands, whose work bridges social-movement organizing and brand communities
• Matthew W. Ragas & Bolivar J. Bueno – authors of The Power of Cult Branding, foundational research in identifying attributes of cult-like brand loyalty
• Daniel Ariely – behavioral economist known for work on irrational decision-making and why consumers don’t behave according to classical economic logic
• Muniz & O’Guinn – marketing scholars who established the academic framework for understanding brand communities
• Jane Goodall – referenced metaphorically by Chris Neelan for her observational approach, illustrating how brand leaders’ behavior can be studied as a form of social anthropology
• Frances Haugen – relevant to the broader conversation about platform design, vulnerability, and algorithmic influence
• Caitlin Clark – cultural reference point for the rise of women's economic and cultural influence, relevant to the “Money Like a Woman” movement
• Taylor Swift – referenced as an example of cultural energy and economic force shaping movement opportunities
• Steve Jobs & Tim Cook – examples of leadership transitions within cult brands, and how cult status persists (or doesn’t) beyond charismatic leadership
• Jeff Bezos – noted as one of the few brand leaders placed on a quasi-mythic pedestal
• Adam Neumann – invoked indirectly via comparisons to brand-movement failures and cultural overreach (WeWork as a “movement” turned