Cover art for podcast Cult Brand Secrets

Cult Brand Secrets

50 EpisodesProduced by Evergreen Podcasts | The GatheringWebsite

Each year, The Gathering brings together disruptors from around the globe to learn from, and celebrate, the leaders behind iconic brands like Marvel, Skittles, Beats by Dre, Yeti, and the Dallas Cowboys. For the first time ever, these unique and enlightening presentations can be heard any time and a… read more

50 Episodes | 2021 - 2024

Introducing: Cult Brand Secrets

March 2nd, 2021


Each year, The Gathering brings together disruptors from around the globe to learn from, and celebrate, the leaders behind iconic brands like Marvel, …

S1 E1: Spotify

March 2nd, 2022


Spotify is a remarkable company and an amazing Cult brand. Birthed in 2008 as a viable alternative to music piracy, Spotify has always upheld the …

S1 E2: Marvel

March 3rd, 2022


Mindy is the Senior Vice President over Global Marketing Partnerships for Marvel Studios, which is owned by The Walt Disney Company. She’s a horse …

S1 E3: Skittles

March 9th, 2022


Jane Hwang is the former Global Vice President over Fruit Confections at Mars, which includes Skittles. She has a manner that helped her organization be comfortable with being uncomfortable, which is perfect for such an …

S1 E4: Douglas Atkin

March 10th, 2022


You’re in for a treat because Douglas Atkin is the OG of cult branding. He literally wrote the book on the subject. Back in 2005 he published a book …


March 16th, 2022


In this talk, Bill will share a bit of his personal journey, where he spent some time at Under Armor, another fantastic Cult brand, and he’ll share …

S1 E6: The North Face

March 17th, 2022


Tom Herbst’s presentation at The Gathering 2019 ranks among one of my Top 10 all time favorites. I’d like you to listen to Tom speak, and ask …

S1 E7: Lush

March 23rd, 2022


Brandi’s speech at The Gathering 2019 is why I’m so excited about this podcast series. Her presentation was incredible. In 30 minutes she articulated …

S1 E8: The Harlem Globetrotters

March 24th, 2022


More than 125 million people in 120 countries have seen a Globetrotters game, and countless more have seen them on Scooby Doo, Gillagan’s Island, TV gameshows, Reality TV, Guinness Book of World Records competitions, …

S1 E9: The Vegas Golden Knights

March 24th, 2022


So many remarkable success stories start out as seemingly bad ideas. But that’s what makes their success so much more noteworthy.

Building an NHL franchise in the dessert, in a market not known for being very family …

S1 E10: Porsche

March 30th, 2022


Perhaps the greatest compliment I can give Scott Baker, and Porsche - the company he represents - is that I wasn’t a car person before their brand …

S1 E11: M&Ms

April 6th, 2022


Nils shares a bit about the product features themselves, as well as how it aspires to be relevant within culture - TV shows, music, the new. I …

S1 E12: Open Assembly

April 7th, 2022


While we usually feature cult brand leaders telling their tales of how their brand earned cult-like status, John Winsor is different. He’s an …

S2 E1: Saje

April 13th, 2022


Janelle Shiplet titled her remarks, A Brand Best Experienced, and she lived up to that by giving away Sage essential oils to all the attendees, and started of her talk by having everyone rub on one of their Sage …

S2 E2: Tony Hawk

April 14th, 2022


Cult Brand Secrets has researched brands like Harley Davidson, Apple, Nike, Starbucks and Lululemon to try and reverse engineer what they did to make …

S2 E3: IBM

April 20th, 2022


IBM is a remarkable company, having masterfully pivoted over it’s century-old life to remain highly relevant in the B2B space. In fact, they are sort …

S2 E4: A&W

April 21st, 2022


Lots of businesses can fake it for a while while riding some cultural fad, but you need real substance to be around for over 100 years. And A&W …

S2 E5: The LA Lakers

April 27th, 2022


Tim Harris, the President of a multi-billion dollar brand, speaks to us about culture and shares the story of his mailroom guy. There is so much to …

S2 E6: Doritos

April 28th, 2022


Since the advent of TV advertising, marketers have been perfecting their storytelling - getting better and better at how they talk. But cult brands …

S2 E7: 1-800-GOT JUNK

May 4th, 2022


Brian Scudamore’s enthusiasm for business, and for life, is contagious. He’s one of those guys that makes me smile just by being in his presence. …

S2 E8: Hot Wheels

May 5th, 2022


Hot Wheels is great because of the way they strive to remain relentlessly relevant. No one there is resting on their laurels. They push and challenge the status quo, and are constantly experimenting with how far and how …

S2 E9: DuoLingo

May 11th, 2022


It's no exaggeration to refer to Laura Nestler as the Queen of Community Marketing. She is such an expert, and not just in theory, but in practical application. She cut her teeth in the space doing events and marketing …

S2 E10: GoDaddy

May 12th, 2022


There is no doubt GoDaddy is successful. They have been growing year of year by double digits for as long as anyone can remember. But financial …

S2 E11: Sam's Club

May 18th, 2022


Tim was invited to speak at The Gathering, not as an honoree, but as a savvy brand leader who knows what good looks like and knows how hard it can be …

S2 E12: Coca-Cola

May 19th, 2022


This 135 year old brand has been consistently ranked amongst the most valuable brands in the world for decades. Heck, they are so pervasive and so …

S3 E1: The Philadelphia 76ers

June 1st, 2022


Christopher Heck is the President of the Sixers, and he did such a great job giving us a glimpse behind the scenes and showing us the robustness of the work his team has been up to the past seven years in an initiative …

S3 E2: Shopify

June 1st, 2022


Shopify is a world class example that every single B2B marketing department - and probably even C-suite- should listen to, and then workshop together …

S3 E3: Traeger Grills

June 1st, 2022


Traeger is such a great example of a business that understands what business it is actually in. They make world-class smokers and wood pellet grills, but that's just what they do. That’s not what they are. They are …

S3 E4: Barbie

June 16th, 2022


Barbie has transcended being a toy. She is an icon, and a symbol. Barbie is a doll that has remained top of its category for 60 years despite …

S3 E5: Ogilvy

June 30th, 2022


Rory Sutherland does not run a cult brand, nor does he even work for one. But he has worked with numerous cult brands, and it was our distinct honor …

S3 E6: Ryan Berman

July 14th, 2022


Ryan specializes in Courage. He understands how hard it is for people to live with courage, not just in their jobs, but in their lives. His talk provides us with invaluable advice on why and how we can overcome …

S3:E7 Landrover

July 28th, 2022


Land Rover is in a league of its own. Their impact on culture, and the way they cater to a legion of loyal followers, is worthy of emulation.

In this …

S3:E8 Amazon

August 11th, 2022


Tamir Bar-Haim explains Amazon’s mission to be the most customer obsessed company in the world.

While most outsiders focus on their low prices, or their operational excellence, or perhaps their enviable relationship with …

S3:E9 Microsoft

August 25th, 2022


MJ DePalma currently serves as the Director of Inclusive Marketing and Marketing Excellence at Microsoft. There she is pioneering Inclusive Marketing strategies within product and service development, as well as …

S3:E10 Kawasaki

September 8th, 2022


You will be hard pressed to find a more diverse and long-standing company than Kawasaki. This international mega brand joins a very short list of remarkable companies that have excelled for over a century.

Kawasaki is a …

S3 E11 Big Brothers Big Sisters of America

September 22nd, 2022


Big Brothers Big Sisters exists to "create and support one-to-one mentoring relationships that ignite the power and promise of youth". It is one of …

S3 E12 Budweiser

October 6th, 2022


You don't become the King of Beers without first being a masterful marketer. Kyle Norrington is the current Chief Commercial Officer at …


October 27th, 2022


The NFL is the most popular sports league in America. The Super Bowl is among the biggest club sporting events in the world, with the individual …

S4 E2 McDonalds

November 10th, 2022


In this episode, Morgan Flatley; Global Chief Marketing Officer at McDonalds, is joined by Alyssa Beutifkofer; who is the CMO of McDonalds Canada. Their presentation was Q&A style, and anyone listening who wants to …

S4 E3 Herschel

November 24th, 2022


Herschel has primarily been a manufacturer and wholesaler selling through other retail outlets in over 40 countries, but in 2018 they opened their …

S4 E4 DoorDash

December 8th, 2022


DoorDash’s noble brand purpose is providing access and empowering local communities. This company is so much more than a delivery business. They are diving head first into social issues, and leading by example that …

S4 E5 Chobani

December 22nd, 2022


Chobani is a remarkable company. They started in 2005 and by 2010 were over a $1Billion in sales and the #1 seller of greek yogurt in North America. Their success bred a bunch of copycats, but this company continues to …

S4 E6 Call of Duty

January 5th, 2023


Call of Duty is more than a great game, it's also a genre. It’s a pioneer for e-sports. It’s a movement in mobile gaming. It’s pushing so many boundaries, and redefining what it even means to be a game. The best players …

S4 E7 The Seattle Kraken

January 19th, 2023


The Kraken were not honored because of their performance on the ice. In many ways we are really honoring the city of Seattle because of how well that town rallied to qualify for a NHL franchise; how well they created a …


February 2nd, 2023


NOBULL was founded in 2014, and they are already extremely successful. They are punching well above their weight, and a big reason for that is what …

S4 E9 Brian Whipple

February 16th, 2023


Brian Whipple’s leadership skills, and communication skills, and business acumen, are off the charts. His company, Accenture Interactive, produces customer experiences for the world’s biggest and best brands. He …

S4 E10 TikTok

March 2nd, 2023


What drives culture? We think it’s when a moment becomes a movement. Traditionally, a select few have defined culture. But not anymore. Enter TikTok. …

S4 E11 Benevity

March 16th, 2023


Benevity started in 2008 as a micro-donation platform to help different company’s employees donate to causes they believe in, and possibly enjoy a company match of some sort; but Benevity really hit their stride in 2013 …

S4 E12 Scott O'Neil

March 30th, 2023


Scott O'Neil is a thought leader, and a first time author who had recently released his new book, “Be Where Your Feet Are”. His book is refreshingly …


February 22nd, 2024


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