Why do certain brands build cult-like followings?

Why do certain brands build cult-like followings, while others can't seem to figure out that secret sauce? It's no longer about just having a differentiated product. It's about building a brand universe. Let's take Aimé Leon Dore for example. Their flagship location in New York City isn't just a store. From their coffee shop, to their monthly listening parties, and even their beautiful art installations, it's an experience. They understand that they're just not selling a product, they're selling something that you want to be a part of, building loyalty and hype that no money can buy. The future of branding isn't just selling products. It's creating a world that your community and audience cannot live without. And founders that understand this will be the brands of the future and continue building those cult-like followings.