Since the advent of TV advertising, marketers have been perfecting their storytelling - getting better and better at how they talk. But cult brands have also learned how to shut up and listen. They know they aren’t smarter than their customers, so they find clever ways to include the voice of their customer in their strategies and tactics.

You’re in for a treat as Rachel shares the story behind their famous ‘anti-ad’, which went against the advice of so-called experts, as well as her own legal team, but resulted in Doritos literally branding a shape - they now own our mindshare for the triangle. She also gives a great case study on their Cool Ranch campaign, which was really the first time in 20 years that brand got so much love and attention. I think Rachel gives us a masterclass on modern day marketing, so let’s dive in and learn from one of our industry’s best.

This short episode features some excerpts from Rachel’s 40 minute talk at the Gathering, which I highly suggest to those who want to know how they can embrace their relationship with their target audience and operate in a more constant state of adaptation, check out Cult Brand Secrets Premium. By subscribing to our Premium Plan, you’ll gain access to full presentations by the most well-known brands in the world from The Gathering’s past events.Learn more at CultBrandSecrets.com