In the 1990s, Nova Scotia brewery Alexander Keith’s ran a slogan I’ll never forget. “Those who like it, like it a lot.” That line nailed what it means to be a cult brand. Nobody gets a Harley Davidson tattoo because they think the bikes are sorta better. They do it because Harley means something TRIBAL. And there’s probably no parallel universe in which folks have Honda or Suzuki tattoos. Those brands have worked hard to occupy the massive middle, doing very well with millions upon millions...