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 phenomenom, 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.