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The Culting of Brands by Douglas Atkin, Douglas Atkins, Tyler Gregory Hicks

• The Culting of Brands
  

• Douglas Atkin, Douglas Atkins, Tyler Gregory Hicks
  

• Page: 256
  

• Format: pdf, ePub, mobi, fb2
  

• ISBN: 9781591840961
  

• Publisher: Penguin Group (USA) Incorporated
  

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Overview

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 ...