From Radical Honesty to AI Co-Founders: 8 Cult Brand Behaviors You Shouldn't Skip
8 Cult Brand Behaviors That Are Defining the New Era of Obsession-Worthy Brands
Why I Haven’t Been Podcasting, What’s Coming for Oui, We and Casa Noon, and What the Smartest Brands Are Doing Right Now
If you've been wondering why I missed an episode—or why I disappeared after promising a bonus one—this post is the full story. But even more than that, it's a deep dive into what's happening in real time behind the scenes at Oui, We Studio and Casa Noon, and a breakdown of the eight biggest cult brand behaviors shaping this new era of business building.
Whether you’re a course creator, product founder, service provider, or personal brand, these shifts are relevant to you. Let’s unpack them.
First: Why I Went Quiet
I launched the Cult Brand Blueprint training two weeks ago and the response was massive—over 1,000 signups, with more than 700 people watching the replay. That training is now officially in the vault, but I’m leaving a secret link live for podcast listeners. It’s in the show notes—go watch it.
That launch also marked the final enrollment period for the Obsession Worthy Mastermind. This will be the last time I run the group program for a while. With Casa Noon’s launch approaching fast, I’m intentionally shifting my energy. While I’ll continue working with a few private clients, group containers will pause after summer. If you want in, now is truly the time.
Last week, I led a retreat for one of my beauty brand partners. We spent the weekend doing the kind of deep work I love most—vision, values, legacy, culture—and I’m bringing that same energy to Smart Girls Summer Camp. If you’re coming, we’ll be diving deep into cult brand frameworks, co-working content, and soaking up big founder energy in the sauna, on the beach, and beyond.
I also hosted a VIP strategy day with a mastermind client in New Orleans—Leah, a retreat center builder, farmer’s market founder, and herbalist in Western North Carolina. Getting in the weeds of a founder’s world like that always reminds me why I do this work.
And next week, I’m off to NYC for more brand consulting. But for now, let’s talk about what I’m seeing in the culture—and what you can implement in your brand today.
The 8 Cult Brand Behaviors You Need to Know
1. Radical Honesty Is the New Authenticity
We’ve all heard the word “authentic” too many times. It’s lost its weight.
Radical honesty is different. It’s not the curated version of “real.” It’s the actual, unfiltered truth.
For me right now? I’m in full out-of-office entrepreneur mode—but not in the aesthetic way. I’m working late nights. I’m designing Canva carousels on the couch. I’m building a second business and it’s demanding more of me than ever before.
That level of truth-telling connects deeper than polished content. And that’s what people are responding to now.
What this means for you: Don’t mask your pivots. Show the process. Tell the truth about what’s working and what’s hard. Transparency is no longer optional—it’s strategy.
2. Community Over Followers (But Actually)
We say “community over followers,” but here’s the truth: community creates followers. Strong, relational, intentional community strategy is what brings people into your orbit—and keeps them there.
Look at what brands like Snif are doing with their Snif Society, or what Ceremonia is building with their ambassador program and private chat rooms.
Even Lacey Phillips’ To Be Magnetic brand saw organic, community-led meetup groups form without her direct involvement. That’s the kind of resonance to aim for.
What this means for you: Create intimate spaces. Beta test. Offer behind-the-scenes access. Facilitate real connection. Community isn’t a tactic. It’s the brand.
3. Nostalgia-Driven Marketing Is Back
Think: Jellycat plushies and Labubu purses.
Nostalgia isn’t just for kids. It’s a comfort-driven aesthetic that invites emotion. I’ve seen brands using plushies as gift-with-purchase, and others integrating sensory-driven storytelling in packaging, visuals, and language.
What this means for you: Use scent, texture, childhood memories, archived products, or vintage color palettes to evoke feeling. Nostalgia connects. Use it.
4. Leadership Is Personal Branding
Want your brand to be seen as the go-to in your industry? Build a personal brand that stands behind it.
Instagram’s new Drafts program (featuring creators with hundreds of thousands of followers) proves that strong personal brands are becoming synonymous with thought leadership.
What this means for you: Share your worldview. Showcase your behind-the-scenes. Treat your name and presence as strategic IP. Your personal brand is an asset—build it intentionally.
5. AI Is Your Co-Founder Now
Yes, I’ve seen multiple creators naming their tools “Co-CEO GPT” (and yes, I checked the trademark).
From astrology to skincare, founders are turning deep expertise into powerful custom AI tools. Brands like Proven Skincare are using machine learning to formulate custom products. This is no longer future-forward—it’s now.
What this means for you: Use AI to personalize your offers, speed up content creation, or scale your genius. Our Co-CEO GPT and Free Content GPT are great starting points.
6. Sustainable Visibility Is the New Influence
You don’t have to be everywhere. You just need to show up in the right way.
Founders like Amy Liu of Tower 28 and Sophia Amoruso are modeling what sustainable visibility looks like—intentional, strategic presence with a lifestyle-first approach.
What this means for you: Choose when and where you want to be seen. Plan around energy. Curate your visibility strategy to preserve your creative energy while still being present.
7. Micro-Influencers Are the Real Converters
It’s not about celebrity partnerships anymore. It’s about the deeply relatable content that sparks conversation.
Micro-influencers—real people who love your brand—will convert better than one-off mega posts.
What this means for you: Find genuine collaborators. Get them involved early. Let them beta test, offer feedback, and co-create. Focus on long-term relationships over one-time deals.
8. Be the Smart Brand in the Room
This one’s evergreen. Empower your audience. Educate them. Share your process. Be generous with your knowledge.
That’s what builds authority. That’s what builds trust.
What this means for you: Teach. Share behind-the-scenes case studies. Talk strategy out loud. Show them how the brand works. Smart girl energy is always magnetic.
What’s Next
If you’re ready to implement these ideas:
The Obsession Worthy Mastermind is enrolling for its final season (for now).
The Cult Brand Blueprint replay is available via secret link.
Smart Girls Summer Camp is open for early enrollment.
And if you’re dreaming up something big, Casa Noon-style, and want founder support as you scale into your next wave?
You know where to find me.
🔗 Links & Mentions:
Replay the Cult Brand Blueprint training (secret link in the show notes)
Join the Obsession-Worthy Mastermind (last call)
Come hang in the
