The culting of brands

I blogged recently about wanting to write a book comparing cults, built-to-last corporate cultures, and wildly successful consumer brands. As I secretly hoped, someone has already written such a book, and it's phenomenal.

If Jim Collins described the optimum corporate culture for the late 20th century, then Douglas Atkin in "The Culting of Brands" has intuited the human relationship model behind the most powerful business innovations, and grassroots social, technological, and religious movements of the new century.