Should brands build culture? Community? Or cult?

It’s getting harder to define why people buy from brands, and even harder to keep them coming back.

We live in a world where brand-building advice comes at you like a meme page with ADHD. And there are three words that get thrown around like confetti at a marketing offsite: Culture. Community. Cult.

Each one promises connection, loyalty, and that elusive edge. That is, the ability to matter in a market that forgets faster than it buys. But are they the answer? Or just more buzzwords in the never-ending dictionary of marketing jargon?

1. Culture says: be part of the conversation even if it’s not about you

It’s about relevance. Understanding the zeitgeist and reflecting it back in ways that make people feel seen. It’s why brands suddenly speak in memes. It’s why everyone launched a collab with Crocs. It’s why you saw 400 godforsaken versions of “girl dinner.”

But just "vibing" with culture doesn't guarantee conversion. You might get attention, but that doesn’t mean people actually care. Culture is fluid, and when you build your brand entirely on borrowed moments, you risk becoming a one-hit-wonder with no staying power.

Culture can get you in the room. But it probably won’t make people stay.

2. Community says: we’re with the warm fuzzies (and the cold truths)

“Build a community” is the new “start a podcast.” Everyone’s doing it. Few are doing it well (no shade.) The idea is seductive: create a space where people don’t just buy your product but identify with the people around it. Let them contribute, create, connect. Turn your customers into advocates.

But community isn’t a growth hack. It’s a commitment. It takes time, consistency, and a genuine reason to gather. People can tell the difference between a real sense of belonging and a Discord server you forgot to moderate.

Community without a cause is just a comments section.

3. Cult says: this is the dream (and the danger)

This is the most seductive “C” of all. Cult brands. Cult followings. The stuff of case studies and founder memoirs. When people talk about “cult-like marketing,” they mean intense brand devotion. Apple fans lining up overnight. Supreme drops crashing the internet. Glossier turning customers into co-creators.

But real life cults are manipulative by design. If your strategy hinges on exclusivity, over-identification, and emotional dependency, don’t be surprised when it stops scaling or starts backfiring.

A cult is intoxicating. That’s like, literally their whole thing … that is, until the vibe turns. And it almost always does.

So… which C is the right one then?

Here’s the honest answer: none of them are The Way.

Culture is fleeting. Community is fragile. Cult is risky. And yet all of them matter.

Today’s buyers want to feel something. But the system that delivers the story is often disconnected from the people inside it. Founders say, “Build the product and they will come.” Marketers say, “Build cult-like marketing and they will buy.” But most of the time? Neither are right.

People don’t follow brands because of one big emotional hook.

They follow because of small, repeated trust signals over time. The story and the system need to align. You can’t fake community. You can’t tweet your way into a culture. You can’t manufacture a cult and call it loyalty.

We don’t need new letters. We need better intentions. Because the best brands don’t chase culture, community, or cults. They create consistency, coherence, and care.

-Sophie Randell, Writer