In this episode of Magnetic, Will Mayer, a renowned creative director and strategist, joins us to discuss his journey in transforming brands into cultural movements. Known for his work with major brands like Equinox and Airbnb, Will shares insights on creating brand energy, leveraging community, and why clarity beats complexity. He delves into his eclectic career path from action sports filmmaking to directing global campaigns, and eventually founding his own agency, Better Half. Will also introduces his concept of 'Cult Holdings,' focusing on building brands with a cult-like following. Tune in as we explore the future of brand storytelling, the importance of having a strong vision, and how to cultivate meaningful consumer connections in an increasingly fragmented world.

00:00 Introduction to Will Mayer01:04 The Concept of Magnetic Brands02:07 Will Mayer's Early Career in Action Sports03:49 Transition to Brand Storytelling05:38 Building Better Half Agency06:13 Cult Holdings and Equity for Services08:13 Defining and Building Cult Brands13:45 Equinox and Provocative Campaigns15:19 The Future of Brand and Community Marks23:53 Challenges and Strategies in Modern Branding33:21 The Power of Provocative Branding34:03 Scaling Beyond a Single Leader34:46 Commitment to a North Star35:31 The Importance of Authenticity36:41 Balancing Work and Personal Growth37:36 The Obsession with Self-Education38:08 Breaking the Algorithm with Unique Challenges43:36 The Role of Relationships in Personal Fulfillment53:44 Building Cult-Like Brands57:29 The Future of Fragmented Communities