The Culting of Brands : When Customers Become True Believers
Author: Douglas Atkins
Publisher: Portfolio
ISBN: 1591840279

How does Apple, Nike, and Saturn attract customers who willing to devote their lives to the products they product for no reward other than the internal feeling that they have successfully converted another non user into a believer of their favorite commodity?

Is it possible you can do this with your own, or your clients company? What is the secret? The answers are all within this book.

Atkin, Director of Strategy for Merkley & Partners, a New York ad agency, believes the process through which consumer brands build customer loyalty is equivalent to the way religious cults recruit members—and, he says, that’s a good thing.

Atkin begins the book with a broad definition of the word ‘cult’ and applies it to consumer based companies. He then walks us through the “10 easy steps” to building a cult brand, siting examples of how both JetBlue and the Moonies utilize similar tactics to attract people.

While some of it seems to be a bit of a stretch, there are certain core elements of his philosophy that ring true.