August 15, 2023
BBC recently published an article featuring Dean Susan Fournier discussing how strategic marketing plays a pivotal role in the success of many brands, products, and people.
The Barbie Film serves as a prime example of this devoted following, with fans of not only the movie, but the fashion and merchandise that comes with the brand. Much of this success is credited to the personal customer messaging and collaborative branding Barbie has established, ultimately driving economic growth.
Susan emphasizes this, adding that, “When you have a cult brand, you go beyond the primary direct-to-consumer market to create a second [market]”
Appealing to consumers through their interests, such as implementing make-up lines and clothing paired with good timing helps brands achieve this “cult following” status.
