Big brands and cults attract people who see themselves as different from the masses in some fundamental way. Master marketer Douglas Atkin has studied the similarities between people who join cults and those who show fierce loyalty to their brands of choice, and in The Culting of Brands, he describes the results of his research and argues that people become addicted to "cult brands" such as Apple, eBay, or Mary Kay. He also makes connections between religion and consumerism, and shows businesses how to create long-term customers.
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