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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 between a company and its customers.

In addition to describing a fascinating phenomenon, The Culting of Brands will be of enormous value to business leaders. It will teach marketers how to align themselves with a specific segment of the population, how to attract and keep new "members," how to establish a mythology about the company, and how to manage a workforce filled with true believers. 

Once a brand achieves cult status, it becomes almost impossible for a competitor to dethrone it. The Culting of Brands will reveal the secrets of fierce customer identification and, most important, unbreakable loyalty.

"Atkin argues that people become addicted to "cult brands" for more or less the same reasons that people become committed to cults. In The Culting of Brands, he explains how companies have fueled such unshakable allegiance." "The Culting of Brands includes interviews with current and former cult members, and some of today's most creative marketers. The book makes the connection between religion and consumerism, beliefs and buying instincts."--BOOK JACKET. Douglas Atkin explores how companies can cultivate fanatical customer loyalty. Harley Davidson, Saturn, Ben & Jerry's & JetBlue have all achieved cult status by making their customers feel special, part of an exclusive group. The benefits reaped by the companies concerned are described in detail A resource for both novice and experienced property buyers offers updated advice on how to make money by investing in real estate property, including how to choose between commercial and residential property and avoid common mistakes. Original. Most of us live in houses, apartments, mobile homes, motels, or hotels for years without sensing the importance, from a money aspect, of the space we occupy. A fully revised BusinessWeek bestseller that will help even beginning investors cash in on the 21st-century real estate boom. Itzy,Kickass.so