The Power of Cult Branding: How 9 Magnetic Brands Turned Customers into Loyal Followers (and Yours Can, Too!)

Oprah Winfrey, Star Trek, Harley-Davidson. The names alone probably give you a clear sense of their brands' reach, the lifestyles they project, and the enthusiasm—if not the very faces—of their fans. Few brands can claim such cult status, but even seemingly run-of-the-mill brands can be cleverly retooled for star power, say the authors, who are both branding specialists. As a rule, cult brands dare to be different, promote personal freedom, and create customer communities. By offering an in-depth look at what is so special about the diverse brands named above (and six others), the book might give you ideas for distinguishing your own product from a sea of competition.