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The Culting Of Brands: When Customers Become True Believers by Douglas Atkin (Hardcover, 2004)

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Product Description : An analysis of the process of branding offers insight into how companies cultivate nearfanatical customer loyalty identifying the commonalities between cults and corporations that use cultbranding techniques and explaining how marketers and business leaders can attract and retain consumer population segments as well as loyal employees 35000 first printing

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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 discover what makes them tick. And he explains exactly how brands like Harley-Davidson and Apple make their customers feel unique, important and part of an exclusive group - and how that leads to solid, long-term relationships between a company and its customers. In addition to describing a fascinating phenomenom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.