Ready for customers who buy in, rather than just buy? We know cult brands better than anyone. Let's see how your brand stacks up!

Does your business benefit from above average word of mouth, meaning most consumers sponaneously tell others positive things about you?

Do you rely heavily upon mass advertising, sales promotions or convenience in order to entice customers to bypass comparable options and purchase your products or services?

Does your organization regularly communicate your brand's purpose, and demonstrate your corporate values, through branded interactions?

Can your average customer explain how you are meaningfully different from competitors?

Are your employees inspired enough to regularly refer – and actively recruit – new talent or staff, without need of incentive?

Does your organization have internal programs, forums, and/or tools that are actively used to indoctrinate your staff regarding your brand's beliefs and behaviours?

Do consumers relate your brand to a person, character or popular personality – whether real or invented – to help describe your brand?

Do you consciously avoid industry jargon, hyperbole, and marketing speak, and instead strive to have very human conversations with your audiences?

Does your organization use official channels of communication with customers through which it regularly consults with them for ideas or feedback?

Have customers created their own events, websites, clubs or communities that pay tribute to your brand, products or services?

Does your organization create, or sponsor, destinations or events where consumers can enjoy memorable branded experiences beyond your primary distribution outlets?

Has your organization made signficiant financial and organizational efforts to perfectly align your physical and virtual worlds so you provide a fullly integrated branded experience in store, online, mobile, in communities and in socials spaces?

People: Does marketing play a role in internal engagmentt, such as assisting with internal communications, recruiting, employee loyalty/incentive programs, or culture initiatives?

Measurement: Does your organization have customer-centric performance metrics that track levels of brand attachment or advocacy?

Does your company posses deep insights about your target audience(s) upon which you have customer segmentation based on what they want from you, and are worth to you?

Is customer experience management an internal competency, meaning in-house resources posses the skills, have the bandwidth, and are held accountable, for customer happiness?

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