The Culting of Brands: When Customers Become True Believers
- ISBN-10
- 1591840279
- ISBN-13
- 9781591840275
- Category
- Business & Economics / General
- Pages
- 230
- Language
- English
- Published
- 2004
- Publisher
- Portfolio
- Author
- Douglas Atkin
Description
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.
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