Cult brands aren't just companies with products or services to sell. To many of their followers, they are living, breathing surrogate family filled with like-minded individuals. They are a support group that just happens to sell products or services. Picture a cult brand in this context, and you'll have a much better understanding of why these brands all have such high customer loyalty and devoted followers.
Source: The Power of Cult Branding: How 9 Magnetic Brands Turned Customers Into Loyal Followers (and Yours Can, Too), Pages: Introduction xxvi
Contributed by: ~C4Chaos