Written Works

Conversationworthy Cult Brands

I examine the declining belief in God and the closure of traditional places of worship, noting that social media has become a virtual "church" where people now devote themselves to various brands with cult followings. I highlight the significance of trust, authenticity, and transparency in brand management, as consumers increasingly seek to make positive impacts through their purchasing choices. The article explores how brands incorporate religious elements, such as storytelling and community-building, to create devoted followings, citing examples like Apple, Jeep, and Whoop. Additionally, I discuss how celebrities like Taylor Swift and Reese Witherspoon attract dedicated fan bases and generate conversations similar to those found in religious settings.