Cult followings don’t require discounts, don’t rely on mass advertising to stimulate purchase, look for opportunities to tell others about you, and quickly forgive you when you mess up. But to reap these benefits brands must behave differently. Learn the 6 core attributes inherent in cult brands that make them extraordinary.

From Starbucks to IBM to Lululemon Athletica, great brands are admired for their bold moves and innovative approaches. But what really separates merely good brands from those that triumph over time and achieve sustained business success? Brand expert Denise Lee Yohn unlocks the principles behind the world’s greatest brands. Drawing from case studies, analysis, and interviews with brand leaders, Denise explains best practices and shows how top companies develop standout brands that foster customer loyalty and increase profit margins. You’ll be challenged to think differently about brands and businesses and inspired to go from good to great with fresh strategies.

Red Bull leads the global energy drink category. Don’t attribute their success simply to the fact they conceived the category in the west. No, thriving in the fiercely competitive beverage industry requires something special. Red Bull is truly cult-like by becoming more than a drink. Learn how their brand stands for & conveys Energy. Red Bull doesn't just talk the talk, yet walks the walk by living and delivering their brand promise, in bold and innovative ways.

The Stanley Cup is the oldest professional sports trophy in North America. And since the league’s inaugural 1917 season, the NHL has continued to grow in popularity and profitability – despite several lock outs and limited exposure in the States. With a new 10-year deal with NBC, the league is set compete with the Big 3 (football, baseball, basketball) for attention and dollars. Learn how they and plan to acquire new fans while remaining true to the diehards that helped build the brand.

How does Las Vegas raise the bar continuously when it comes to marketing their iconic brand? Discover the story behind the most highly-celebrated destination campaign in recent memory and how the NFL’s refusal to air it catapulted it into the advertising annals of history. Learn how Las Vegas still attracts almost 40 million visitors annually to experience adult freedom ten years after the launch of this marketing phenomenon.

Over the past 10 years, the Saskatchewan Roughriders have transformed themselves from a struggling Canadian Football league franchise into an iconic brand in Canadian professional sports. As the most successful CFL franchise, the Riders now sell more branded merchandise than all other CFL teams combined and more than 4 of Canada’s 6 National Hockey League franchises. Despite being the smallest professional sports market in Canada, the Riders lead the CFL in game day attendance and national TV ratings. Learn the secrets to this brand transformation?

Urban Outfitters is an eclectic lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity, and cultural understanding. Their brand is compelling to its loyal fans through its distinct digital experience, and its 200 differentiated and locally relevant stores that provide a discovery-oriented retail environment. Learn how they engage and empower their highly talented and creative employees and customers to deliver a retail experience like no other.

What if you were building a new business from scratch today? How would you make it different, and what role would technology play? Learn how Frank & Oak took an unconventional approach to men’s lifestyle and in less than two years has already established itself as one of North American’s most exciting retailers.

Are you one of the 35Million people who enjoyed WestJet’s Christmas Miracle video on YouTube? Curious how they pulled it off? Even more curious how you can create something equally viral and compelling? Get the inside scoop from the team that ideated the concept and implemented the campaign and had millions of people smiling, crying, and sharing.

In an industry where sales are down 43% last year, there’s one Cult brand that is bucking that trend and really going places – literally. GoPro’s have become the best selling camera in the world by helping people capture and share their adventures with heart-pounding images. Learn how Go Pro exemplifies its mission to help you live a big life.

Cult brands are all about engagement. And if you want to “have” a more engaging brand you need to “be” a more engaging company. Hadron will show you how. In this fast-paced, interactive workshop you’ll participate in building the critical pieces of an engagement strategy and culture. You’ll leave with a more dynamic way to think about both your brand and your company – and the beginnings of a smart and agile engagement toolset.

In order to remain the largest craft brewer in the hyper-expanding craft beer market, Bob knew Big Rock needed remarkable product. Instead of mimicking big beer by spending big money on advertising, Bob invested in product innovation and reinventing his portfolio based on a deliberately different approach that results in beer good enough sell itself. You too can charge more, discount less, and revitalize your core customers by choosing a no compromise approach to your offerings.

A recent Forbes magazine article stated, "Smaller businesses, service firms, B2B companies, and artisan B2C companies need to understand that the owner’s brand is as important as the corporate brand you’ve built for your company." Learn some tips and tricks from Cabbie Richards, SportsCentre host on TSN, who grew his brand from an intern to a national celebrity.

FremantleMedia is largest independent television production company in the world, responsible for some of the most successful and interactive global television franchises including American Idol, America's Got Talent, The X Factor, Price Is Right, Family Feud, and Let's Make A Deal. Learn how they generate consumer influence through innovation and strategic partnerships resulting in the most loyal fans and best word of mouth in their industry.

With so much choice, consumers are free to choose whom they do business with. But with cult-brands, consumers often display irrationally devoted loyalty. They camp out for days before Apple’s latest product release, or drive miles out of their way to shop at Whole Foods. How do these brands inspire such devotion? Chris will share groundbreaking insights and inspiring stories that show how the companies we love act a lot like the individual people we trust and admire.

Drawing on his experience researching and producing The Naked Brand documentary, Jordan Berg presents a look at the future of advertising. He will show clips of the film from leading brands that have embraced the transparency revolution, including Under Armour, Unilever, Zappos and Patagonia. He will show how advertising is the connection point between consumers and corporations and that the industry can be the linchpin in a revolution that enables corporations to earn billions while moving the planet forward.