Matthew Ragas and Bolivar Bueno authored, The Power of Cult Branding.  This is an excellent book for business owners that want to build stronger customer relationships and brand loyalty.  I their book they look into the culture and make up of nine premier cult brands.

In summary they identified The Seven G0lden Rules of Cult Branding.

1.  Consumers want to be part of a group that’s different.

2.  Cult brand inventors show daring and determination.

3.  Cult brands sell lifestyles.

4.  Listen to the choir and create cult brand evangelists.

5.  Cult brands always create customer communities.

6.  Cult brands are inclusive.

7.  Cult brands promote personal freedom and draw power from their enemies.

This is a must-read book for any marketer or business owner interested in increasing sales by expanding your customer base and increasing customer loyalty.