The Culting of Brands: When Customers Become True Believers
Douglas AtkinISBN: 1-59184-027-9;
A fresh and original look at the phenomenon of "cult branding" - how companies cultivate fanatical customer loyalty. At first glance, companies like Apple and Nike have little in common with organizations like the Hell's Angels and the Unification Church. But in reality, they all fulfill the main definition of a cult: They attract people who see themselves as different from the masses in some fundamental way. Contrary to stereotypes, most cult members aren't emotionally unstable - they're just normal folks searching for a sense of belonging. Marketing expert Douglas Atkin has spent years researching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to find out what makes them tick. And he explains exactly how brands like Harley- Davidson, Saturn, JetBlue, and Ben & Jerry's make their customers feel unique, important, and part of an exclusive group - and how that leads to solid, long-term relationships...
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