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The document discusses the connection between cultures, cults, and cult brands. It notes that the words "culture" and "cult" stem from the same Latin root referring to cultivating. Cults provide a sense of meaning and belonging for their members. Successful cult brands display cult-like qualities by establishing strong values, antagonists, lexicons, rituals, and icons. Three examples discussed are Apple, Harley-Davidson, and IKEA, analyzing the specific qualities they exhibit for each of these five components that help cultivate devoted fan bases.Read less