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Cult of Brand
Dive into the "Cult of Brand" podcast, where brand creatives and cult scholars unravel the mysteries behind iconic followings. Explore the parallels between cult devotion and brand allegiance, sipping from the cup of forbidden knowledge in a realm where the Kool-aid flows freely, revealing the secrets of brand strategy and psychological allure.
Cult of Brand
Robbie Bent and the Cult of Othership
Building Othership: A Conversation with Robbie Bent
In this episode, Robbie Bent, co-founder of Othership, outlines the disciplined and unconventional path to building a category-defining wellness brand. From early formative experiences to the structured integration of ritual, design, and behavioral science, Bent shares the core principles that shaped Othership’s identity. We explore the operational complexities of scaling experiential wellness, the intentional development of brand and community, and the long-term vision guiding the company’s next phase.
00:00 Introduction and Initial Struggles
00:18 Meet Robbie Bent: From Ethereum to Bathhouses
00:45 The Power of Emotional Experiences
01:43 Psychedelic Journeys and Personal Transformation
04:21 Discovering Bathhouses and Building a Community
07:17 Creating Rituals and Expanding the Vision
12:43 Challenges and Successes in Launching Othership
13:23 The Importance of Music and Guide Training
22:17 Who is Othership For?
25:27 The Origin of the Name and Logo
26:11 The Journey to Finding the Perfect Name
28:10 Creating a Unique Brand Language
29:57 The Significance of the Logo and Tattoos
33:53 Building a Community and Culture
37:24 Navigating Competition and Copycats
39:34 The New York Location Layout
42:15 The Dark Retreat Experience
48:39 Personal Reflections and Identity
