The Power of Cult Branding by Matthew W. Ragas and Bolivar J. Bueno: Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dream come true, can certain products%u2014with the right combination of positioning and branding%u2014take on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers? Can your company harness the power of cult branding without blowing a fortune on advertising?"
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