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 ...
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