Cultish

Musings that land somewhere between marketing strategy and fever dream. Culture, belief, and the strange alchemy of why people care about brands. From Bakery—the independent creative company behind some of the most beloved brands on Earth.

Launched 2 months ago

Data Is A Lamppost To A Drunk Person

Over-relying on data loses more often than anyone wants to admit

Jun 15•Cultish

The Hedgehog Problem

Why the Loudest Voices You're Listening To Are the Least Reliable

May 26•Cultish

A Hitchhiker's Guide to the Agency Galaxy

One agency founder's unsolicited take on the best in the business

May 5•Micky Ogando

Content Is Now Infinite. And Worthless.

May 1•Cultish

The brands optimizing for easy are increasingly disliked, mistrusted, and, if they're lucky, merely invisible.

40 2 1

A $420,000 Piece of Cardboard

The psychology of collecting, the failure of scarcity, and what we accidentally learned by making a card game.

Apr 28•Cultish

5 1

Stop Chasing Culture. Start Building a Cult.

Why the most overused word in marketing is leading brands in exactly the wrong direction

Apr 23•Cultish

11 3 4

Three Signals from Coachella 2026

The desert is a good predictor of where the culture is headed.

Apr 22•Cultish

Brands have a Corgi problem

On the comedy of surrender and the tragedy of brand restraint.

Apr 19•Cultish

3

Cars Are Dead. Long Live Cars.

Why most car brands became invisible, and a few are fighting to be unforgettable.

Apr 18•Cultish

6 1

Cultish