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Marketing expert Douglas Atkin has spent years re- searching 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 phenom- enom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.
Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cul
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands
How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand
Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dre
The nouveau riche. The petit bourgeouisie. The well-to. The affluent. The conspicuous consumers. The people whom we might call the Glamour Globals. History, lit
