Cult brands are not formed through advertising, great websites or other communications channels. They are built by brands who understand their consumers, know where they are, where they want to be and provide them with meaningful ways to get there. Cult brands don’t talk to their consumers. They engage them, involve them and interact with them. Cult brands create living worlds. Because consumers live in the world, watching TV, surfing the web, doing laundry, hanging with friends, going to clubs. Cult brands live with them wherever they are, making life more interesting, more entertaining, cooler, hotter, smarter, stronger, and just plain better.