Once upon a time, building a cult brand was about beautiful products, tight-knit communities, and a little mystique. Today? That's not enough.

In a world where attention is the new currency, cult brands must think bigger. To survive - and thrive - they need to act like media companies. That means owning the narrative, publishing content people actually want to consume, and showing up not just as a product, but as a platform.

In this article, we’ll break down why the "brand as a media company" model is no longer optional for cult brands - and what it looks like in action.

Why Traditional Cult Brand Playbooks Are Cracking

A decade ago, you could build a cult brand with:

A strong founder persona - Charismatic founders once built magnetic brands simply through personality. Today, personality must be paired with consistent cultural contribution to stay top of mind.
Niche aesthetic branding - While visual branding mattered, it’s no longer enough to stand out in a world where great design is the baseline.
Word-of-mouth buzz - Organic virality was easier when there were fewer brands competing for attention. Now, brands must engineer and sustain buzz continuously.
Scarcity and exclusivity - Limited drops used to drive cult status, but modern consumers expect constant engagement, not just periodic access.

But the landscape has shifted:

Audiences are fragmented - They're spread across platforms, communities, and micro-trends. You can't rely on one channel or one viral moment.
Cultural cycles move faster - The lifespan of a trend is shorter than ever. Brands must constantly adapt and participate to stay relevant.
Content is the new moat - In an oversaturated market, consistently valuable content is the new competitive edge.

In short: if your brand isn’t part of daily cultural conversations, you risk becoming irrelevant.

Fast Take: Attention is no longer earned once. It's a daily game. Brands must show up like publishers.

The "Brand as Media Company" Model: What It Means

Acting like a media company doesn't mean you need a newsroom. It means you must operate with a media mindset:

1. Content as Core Product, Not Just Marketing

Brands must treat content as a product that delivers value on its own. Instead of thinking of content as an accessory to a product launch, think of it as an experience customers come back for, independent of purchases. Successful cult brands plan serialized formats - podcasts, YouTube series, recurring newsletters - that create regular touchpoints with their audience.

2. Audience Building Over Audience Buying

Instead of relying heavily on paid ads to "rent" attention, the new cult brands invest early in organic relationship-building. That means growing email lists, creating closed communities, and nurturing followers through authentic content that offers entertainment, education, or inspiration - not just promotions.

3. Editorial Thinking

Editorial thinking means brands must ask: what topics do we "own" in the cultural conversation? Instead of random content, they need a clear beat - whether that's wellness education, community storytelling, or cutting-edge fashion commentary. This consistency turns brands into reliable "publishers" in consumers' minds.

4. Agile Cultural Participation

Modern cult brands must not only tell their own stories but also quickly plug into larger conversations. That means having nimble content teams that can react to a trending meme, comment on industry news, or amplify community-generated moments. The goal isn't just to react fast - it's to participate meaningfully.

Mini-Framework:
Foundational Content = Your "show formats" (podcast, YouTube, newsletter) Pulse Content = Real-time reactions to trends and moments Community Content = UGC, customer storytelling, collabs

Real-World Examples of Brands Doing This Well

Red Bull: Redefined itself not just as an energy drink, but as a global publisher of extreme sports, music, and adventure content - building an entire lifestyle around their brand.
Ritual: Went beyond supplement sales to position itself as a trusted voice in health literacy, consistently publishing digestible, science-backed content.
Liquid Death: Entertains first and sells second, using absurdist comedy videos, mockumentaries, and a "death to plastic" narrative that transcends typical beverage marketing.

Notice something?

They’re not selling products. They're selling worlds you want to live in.

What Happens If You Don't Evolve

If cult brands don’t adopt a media mindset, they risk:

Losing cultural relevance - Audiences will forget you exist if you're not part of the ongoing cultural conversation.
Becoming a commodity - Without a strong narrative and ecosystem, your product becomes just another option, competing solely on price or minor features.
Getting outpaced by "louder" brands - Brands that create magnetic content will earn more attention and mindshare, pushing quieter competitors into obscurity.
Becoming overly reliant on paid ads - In a world of rising customer acquisition costs, brands who don't have organic pull will burn through budgets and bleed margins.

Quick Insight: Your product can be best-in-class - but if no one is talking about you, you're invisible.

How Emerging Cult Brands Can Start Acting Like Media Companies

If you're a newer brand, you don't need millions to start. Here's how to build your "media muscle":

1. Pick One Primary Content Format

Instead of trying to be everywhere at once, dominate one format first. Maybe it's a YouTube series showing the behind-the-scenes of your brand journey. Maybe it's a podcast demystifying your industry. Build repeatable "IP" that your audience can recognize, trust, and look forward to.

2. Build an Owned Audience Early

Start growing your email list and SMS contacts from Day 1. Social platforms are rented land - algorithms change, access can be cut off. Email, SMS, and private groups are assets you truly own, letting you reach your community directly without intermediaries.

3. Have a Clear Editorial POV

Don't try to talk about everything. Decide what perspective your brand brings to the world. Are you the playful challenger? The thoughtful expert? The community megaphone? Own a consistent voice and lens for interpreting the world.

4. Plan "Content Seasons"

Just like TV shows have arcs, plan your brand content in seasons. Each season can explore a specific theme - sustainability, innovation, craftsmanship, community - weaving product launches and marketing moments into a broader narrative.

Content Calendar Starter: Your First "Content Season" Map

Conclusion: Cult Brands Are Becoming Media Brands

In the next decade, the cult brands that survive won't just have great products - they'll have:

Worlds their customers want to belong to.
Voices their customers want to hear from.
Stories their customers want to spread.

Products get bought once. Worlds get lived in for years.

If you want to future-proof your cult brand, start thinking like a media company today.

FAQ:

It's when a brand treats content like a core offering - not just marketing. It means building an audience, publishing valuable content, and participating in culture like a publisher.
No - but cult brands and community-driven brands do. If your brand relies on emotional resonance and cultural relevance, you can't skip this shift.
Consistency matters more than quantity. Start with what you can sustain - even one great piece per week beats sporadic bursts.
Content that educates, entertains, or inspires. Think stories, mini-documentaries, behind-the-scenes looks, expert interviews, trend breakdowns.
Yes. In fact, niche brands often win because they’re more authentic, more community-driven, and can move faster than legacy players.

Why Cult Brands Must Act Like Media Companies to Survive in 2025 and Beyond