How To Start A Cult Brand | Lessons From Peloton, Nike, and CrossFit
Marketing Against The Grain
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The Allure of Cult Brands
This chapter explores the psychological motivations that draw individuals to cult-like groups and how successful brands like Nike and Peloton harness these desires. It examines the characteristics of cult brands, emphasizing the importance of emotional connections and a sense of belonging. Additionally, it discusses the balance between maintaining an anti-establishment image and achieving mainstream popularity, using examples from various sectors to illustrate these dynamics.
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