Band associations can be shaped and equity enhanced by tying into or leveraging positive associations that already exist. There are numerous ways for leveraging favorable brand associations including with other brands and from other people, places and things. Let’s explore how one niche brand leverages a variety of sources to build a distinctive brand personality and build brand equity.
BMX bikes are smaller, specially designed bicycles for sport and stunt riding.
Cult is a BMX bicycle retailer that makes complete bikes plus bars, frames, forks and other parts. BMX bikes are smaller, specially designed bicycles meant more for sport and stunt riding than commuting or trail riding. The company was founded in 2005 by professional BMX rider and industry veteran Robbie Morales and is based in Santa Ana, California. While the company has global reach, it is relatively small with approximately 50 employees and an estimated annual revenue of $5.5 million.
Leveraging People
Sponsored Riders: The entire BMX industry relies heavily on rider-sponsor relationships. Cult has a large and evolving pro rider lineup including some of the biggest names in the sport like Dakota Roche, Chase Dehart, Trey Jones and Corey Walsh. Cult sponsors riders in different riding styles including race, park, street and dirt jumping. Leveraging these associations is arguably the most important part of Cult’s marketing strategy. Rider relationships lend prestige and credibility to the brand and the riders themselves are the backbone of the company’s content and event marketing strategies.
Robbie Morales, CEO: As someone long involved with the business of BMX, Robbie Morales is a trust-worthy and authoritative voice when he speaks about supporting and growing the sport. He was inducted into the National BMX Hall of Fame in 2018 for his contributions to the industry. Morales has also been praised for his ability to spot and invest in the best and most stylish riders. Morales’ leadership presence draws attention and contributes meaningfully to the positive personality and reputation of the brand.
Leveraging Places
Company HQ: Southern California is considered one of the birthplaces of BMX. Experts believe the region embraced the sport because it was more free thinking and more accepting of new ideas and activities. It was also close to major ports allowing businesses easy access to manufacturers in the Far East. Cult has turned their Santa Ana headquarters and warehouse into a rider-friendly destination called The Clubhouse described as “a one-stop shop for riders to pick up new gear, dial in their rides, and shred our ramps.” Having a distinctive storefront in the heart of BMX’s homeland creates a unique experience for customers and reinforces the brand’s connection with the riding community.
American Made: Most BMX frames are produced in Taiwan. Cult partners with a variety of American manufacturers including FBM and Solid to offer American-made frames, handlebars, stems, sprockets and grips. “Taiwan manufacturers can do some cool stuff that we can't do here, but you can't beat American made” says Morales. “Not so much that it's American, but if it's made here, then it's made by riders and not some huge factory.” The commitment to American manufacturing further anchors the Cult brand to its homegrown, rider-driven positioning.
Online and Offline Channels: Cult has developed dealer relationships with bike shops around the world from Argentina to Ukraine. It also sells directly from its own website as well as online retailers including the world’s biggest BMX store, Source BMX located in Louisville, Ky. Cult’s biker-focused distribution strategy does not pursue department stores or big-box retailers. Building relationships across the bike industry sales infrastructure is operationally sound and aligns with the brand’s mission to embody the essence of BMX.
Leveraging Other Brands
Vans, Stance and more: Leveraging associations with other Brands – in its vernacular “collaborations” – is a huge part of Cult’s marketing strategy. For example, Cult regularly collaborates with Vans, a leading active sports footwear and apparel company. The two companies create custom renditions of Vans clothing and accessories lines that showcase Cult’s signature illustrations and styling elements. The co-branded, BMX-inspired products commemorate a longtime partnership between two like-minded BMX brands. These collaborations appeal to both the “true believer” biking community and introduces the Cult brand to a broader audience. Another example is Cult’s collaboration with Stance, an American sock, underwear and T-Shirt company, to create BMX-inspired products. Cult’s broad leveraging and co-branding strategy enhances its brand equity and profitability as well as those of its partners.
Leveraging Things
BMX Jams: Cult regularly sponsors organized BMX competitions which the riders refer to as jams. Cult has a huge presence at professional events like the Battle of Hastings in England or SwampFest in Florida as well as amateur events like the USABMX Freestyle Amateur Nationals series. There are also many informal events where a Cult-sponsored rider will host a jam and create buzz, attendance and brand engagement at a grassroots level in the riding community.
Another major component of the “jam” marketing strategy is assembling the collection of Cult-sponsored riders in locations around the world to ride in the city and create video content that is then edited and shared across the Internet and on every conceivable social media channel. These “sessions” – they should be thought of as distinct from events or competitions - and the content they produce are a significant contractual responsibility for the company-sponsored riders. The videos are designed to inspire, to get BMXers hyped to go ride. Jams and sessions are a core experience of BMX and a foundational component for building brand equity through deep and direct engagement with their target audience.
Video Games: Cult not only engages its customers with real world sponsorships, but the brand also extends into the world of video games like Riders Republic Freestylin’ for Xbox and PlayStation. Players can choose new models, customize their bikes and unlock special gear options all featuring the Cult brand. I’ve categorized video games as an example of leveraging associations with things, but video games might also be considered as a channel because the online relationship facilitates such a fluid connection between recreational behaviors and purchasing intent. Overwhelmingly, it's BMX riders who are playing BMX video games. It’s not like the broader reach of Call of Duty or Minecraft. Video game sponsorship is yet another way Cult builds brand equity by associating itself with a BMX-inspired experience attractive to its core audience.