When we think cults, we think of a nefarious group that recruits you, cajoles you, and ultimately controls you. We think of the likes of Jimmy Jones, of NXIVM, of charismatic leaders who control your mind, body, sometimes finances, and even soul. There is a slavish devotion and love of that leader.
We hear this term, but in reality, there is nothing evil, only success, about a product that reaches cult-like status. It’s often the goal of many aspirational brands to reach this slave devotion. Who else but a marketing person must have coined the term. Such brands as Nike, Apple, and Tesla, typically, have an engaging and at times charismatic leader or surrogate (in the form of a spokesperson or brand ambassador) ...
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