The Attraction of Cultural Magnetism

How brands like New Balance, Delta Airlines, Michelob ULTRA, and Wendy’s are building lasting connections with their core consumers

By Michael Sussman, Amy Winger

Being relevant only gets a brand into the consideration set and means competing on price with competitors. But brands with a cultural magnetism create their own gravity beyond the functional dynamics of their category, resulting in a far deeper customer advocacy. Here’s how brands like New Balance, Delta Airlines, Michelob ULTRA, and Wendy’s use brand magnetism to build lasting connections with their customers.