Obtaining cult brand status: How to build and nurture an avid base of brand affinity

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

The fondest wish of many marketers is to see the brand they represent somehow achieve cult status, complete with passionate followers that sing the brand's praises and go out of their way to convince others to buy in. Harley-Davidson, Apple, and Starbucks are among the fortunate few that have managed to achieve and maintain that status even as their core businesses evolved and grew. But as tempting as it is to single out a clever tag line, logo, or campaign as the reason for a brand instantly reaching cult levels of adoration, the reality is that it's the consumer that...

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