Cult Wars: The Making of a Cult Brand

the initial drive to join a cult is to discover and clarify one’s individualism, not to find a sense of belonging among others.

There has been a meteoric rise in cult brands that play at a higher level than their peers; brands that infuse their followers with a great sense of pride and purpose who then go beyond rationality to see their brand win.

Great cult brands drive wedges between schools of thought, alliances, communities, ideologies, and even other brands. They do this by spreading their radical differences with those searching for individualism. Ultimately, with a lot of luck and incredible attention to detail, these select few cult brands become a destination for their followers to ... See more