Cult Communications 101: Why do you want a cult?

What's on the horizon for Cult Worthy?

Jul 19, 2025

Time to gather for another week of Cult Worthy – the only cult on Substack! ✨

I missed you last week, and excited to build on the expansion of the cult. Through sacred reflection, we’re growing as a hub for all things related to cult brands. Although there are so many cult brand builders and creatives in the world of business & entertainment, there has never been a central platform that values this exclusive knowledge broadly and how things are evolving in the process.

The world needs more cult brands. In fact, becoming a cult is the only way startups and personalities are able to survive these days. Since we feature a cult brand of the week, we’re working with our media partners to release a comprehensive cult hit list in partnership with members from Cult Worthy towards the end of the year.

Cult Worthy will be launching a podcast next month as well – featuring sacred conversations with cult leaders and brand evangelists. The goal is to showcase the range of the cult brand economy and connect with the startups and voices leading the cult generation. Stay tuned!

It’s so fulfilling to see people finally recognizing the impact of creating cult worthy brands and moments. Cult brand knowledge and secrets are fragmented and sometimes non-existent in evolving industry spaces. Our cult is here to help shape the CULTure-driven future and bridge that gap!

Why do you want a cult brand?

I think one of the biggest misconceptions is that everyone can or deserves to be labeled a cult brand. Some companies won’t ever reach cult status – which is why is’s critical to set clear intentions from the beginning.

For example, is your brand message strong enough for people to rally behind?

or even more seriously…

Are you truly willing to step outside your comfort zone and not play it safe when it comes to things like PR, marketing, advertising, or overall sales approach? Cult brands understand that innovation goes beyond the product itself, and must translate into how you interact with audiences and connect on a human level. Here are a few benefits of becoming a cult brand:

Unique brand attachment and devotion
Driven by word of mouth
Less spend on mass media and ads
Organic earned media coverage and thought leadership
Fewer or no promotional markdowns.
Internal productivity based on CULTure
Ability to demand desirable price points

Here are 3 brand examples of companies owning the cult brand life, and you should too:

1. Oat Cult

As one of my new favorite cult brands, Oat Cult isn’t shy about speaking on its cult success in the market.

“It all starts with oats and cultures, literally,” says co-founder Ben da Costa. “We were playing around with overnight oats and live gut cultures, and suddenly, the word cult just clicked.” “A world where people can belong. And let’s be honest – cults are great creative territory.” – more

It’s so important for brands to understand the creative potential and space to cult!

2. KFC

"We are being polarizing, because we want conversation," said Martin Rose, executive creative director of Mother London, the agency behind the ad. "Essentially, we're creating our own cult of fandom."

KFC's commercial, "All Hail Gravy," is part two of its "Believe" campaign for the U.K. market. The latest spot ups the ante on the cultish imagery and absurdist humor to reach Gen Z amid the increasingly competitive fast-food chicken wars.

The brand's goal is to "bring an entertaining antidote to this dull, chaotic world," said Monica Silic, chief marketing officer of KFC U.K. and Ireland. "This is about inspiring the fandom. We're clear on having a role in culture, which is to bring some lightness and levity to the chaotic world through the truth of our product." – more.

1. Liquid Death

There’s no strict cadence Liquid Death follows for merchandise drops, but Mike Cessario, CEO said the company typically releases three to five items per month. More than 50% of people who buy water through Liquid Death’s site also attach merchandise to their order. “We don’t do a lot of fancy promotion — we have a huge cult following and email list,” he said. – more

What’s the Latest Cult Brand News

🙏 Cult Brand of the Week goes to Starbucks

This week, we’ve crowned Starbucks as the cult brand of the week!

Every cult brand should have secrets.

One of my favorite cult brands, Starbucks, announced their “secret menu” – which has been a thing for years, but this week it’s official. Beginning July 14, Starbucks Rewards members can find the top Starbucks drink customizations in the Starbucks app. From twists on fan favorites to customer creations, the secret menu, which can be found in the “offers” tab of the app, will regularly feature new drink customizations.

Starbucks is holding a contest allowing consumers and workers to design more custom drinks. Entries will be narrowed down to four finalists which will be subject to a vote running from Aug. 18 to 20. The finalists will receive a $5,000 prize and the drinks will run on the secret menu from Aug. 18 to 25. The winner will receive an additional $25,000 prize.

With the brand pulling back on discounting in its rewards program, the addition of the secret menu items and new contests could encourage consumer interaction with the rewards program in new ways.🔺

The Rise of Anime: From Cult Following to Global Phenomenon

“For decades, anime existed largely on the fringes of Western pop culture, a beloved secret among a dedicated few. Yet, in a remarkable cultural ascension, Japanese animation has transitioned from a niche fascination to a global entertainment juggernaut. This isn’t just about “cartoons” anymore. This transformation signifies more than just an expansion of viewership; it marks anime’s profound integration into mainstream consciousness.”

Read the full article here.

How much is a busted cult brand worth?

How much is a brand name worth if it’s well known, but only because of its failures? For the botched music festival Fyre Festival, it’s nearly a quarter of a million dollars.

One thing Fyre Fest has going for it is “its level of awareness, despite its baggage, and that cannot be overlooked,” he says.