If Your Ads Were a Cult, Would Anyone Join?

Would they fight to get in?

Would they tattoo your logo on their body?

Would they defend your brand at Thanksgiving dinner?

For most brands, the answer is a hard no — because they’re just selling products.

The winners? They’re selling identity.

People don’t join movements because of logic. They join because of how it feels to belong.

They don't just want a product. They want to be someone because of the product.

They want a tribe.

And cult brands understand these three laws better than anyone:

1. They Make Belonging the Real Product

People aren't buying coffee, shoes, or coolers.

They’re buying a sense of identity — a story they get to tell themselves and others.

If your ads aren't offering that?

You’re just another forgettable transaction.

(🔗 We broke down a perfect example of this in how Netflix built an entire world people wanted to live inside. Spoiler: it’s not about ads — it’s about immersion.)

2. They Draw a Line Between Insiders and Outsiders

Good cults don’t market to everyone.

They signal who belongs — and who doesn’t.

Your brand should feel like a VIP room, not a Walmart greeter.

If you’re trying to "appeal to everyone," you’re appealing to no one.

3. They Speak Their Own Language

Insiders recognize insiders.

If your ads don’t have distinct language, rituals, memes, or inside jokes, you don't have a tribe — you have a customer list.

A strong brand doesn't just communicate.

It codes identity.

So the real question isn’t:

It’s:

If you want your next campaign to hit harder, think less like a marketer...

...and more like a cult leader.

Welcome them in. Draw the line. Speak their language.

Because clicks are cheap. Belief is priceless.

Best,
Peter Delle