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How to become 'cult-worthy'

Combine a good measure of desire, courage and knowledge and you’ll have a shot at being a cult brand, says Sheldon Lachambre, Cult Collective’s vice president of account services. “Cult brand leaders have a burning desire to do something great – they don't settle for good enough. They dare to be different and take risks their peers are unwilling to take,” he explains, adding that they also know what it takes to be great, and view their job descriptions differently from non-cult CMOs, who tend to focus more on communications rather than culture.

As an example of a brand that truly earned its media attention, Mr. Lachambre mentions WestJet and its recent Christmas Miracle campaign. “It wasn’t just a cool holiday stunt giving guests free Christmas gifts,” he says. “[WestJet] arranged 19 hidden cameras, invested in a virtual Santa, wrote an amazing script, edited a compelling video, and shared it in all the proper places.”

The idea was great, says Mr. Lachambre, and combining it with a strong execution ensured it was a home run. “Do something worth talking about, and then make sure you've designed it to spread socially,” is his advice to companies looking for media coverage.

Any business can have devoted fans and reap the benefits of cult status, regardless of the industry. “All it takes is a healthy disdain for the status quo and a willingness to try new things,” Mr. Lachambre says. In his experience, the most difficult part is not coming up with big ideas, or implementing them. The hardest part is finding a fearless leader who is willing to do what it takes to become “cult-worthy.”