Is it a Brand or a Cult?

Brand cults have existed for more than a decade and that term used to apply to a handful of passion products, like Harley Davidson, Apple, or Oprah. Today, the north star for marketers is to reach brand cult status and they use cults tactics to do it.

My talks, blogs, videos and downloads offer practical tools for understanding how scarcity marketing, charismatic spokespeople, surreptitious persuasion, and community building are used to manipulate unsuspecting consumers.