Atkin asserts that the same paradox can be found at the heart of cult brands.
That all aside, this is a good read, and a deeper examination of a concept that first piqued my interest when I read Alex Wipperfurth's book, BRAND HIJACK.
I am encouraging others on my staff to read this book and I am recommending this book to my business students on Success.org.
This might be the most helpful book I have ever read for my business. I especially liked the ideas that the Mormons use to make new converts feel included. Read morePublished 22 months ago by Margaret Livingstone
You know all about cults: They are these manic groups of easily-led people who fall under the spell of a charismatic but demented leader. Right? Read morePublished on August 10, 2009 by G. Perera
This book is out of print. I don't even recall where I heard about it. As a whole it's an interesting look at brand loyalty. Read morePublished on May 5, 2008 by P. McCormack
Douglas Atkin is revered as a brilliant account planner for a reason - he is one of the sharpest minds in marketing. Read morePublished on October 13, 2007 by David Vinjamuri
I will go straight to the point: This book came out a long time after The Power of Cult Branding, by M. Ragas and B. J. Bueno, in my opinion is just a cheap copy. Read morePublished on May 20, 2005 by Jane Doe
Douglas Atkinks, like Guy Kawasaki and others, have talked about evangelism and viral marketing - make viral marketers - evangelists from your base of satisfied customers. Read morePublished on November 4, 2004 by Bill Fitzpatrick
the truth be told, author Atkin began his research on cults and brands more than seven years ago. then his premise was discovered by Forbes about four years ago and eventually... Read morePublished on October 8, 2004 by RipcurlNYNY