I am writing a scholarship paper about Apple Incorporated, the most valued company in terms of marketed capital, and their fan club that continues to evolve over time into a cult-like religious society that shows no sign of reaching a limit of the brand's integration in their lives. It is my working hypothesis that Apple's exceptional marketing and advertising techniques have created a cult-like consuming culture, which religiously purchases Apple products and incorporates Apple into a myriad of aspects of their lives, resulting in altered perceptions on fundamental parts of our culture through science, interpersonal relationships, religion, and more.
             To conduct my research, I will review The Culting of Brands, 2004, by Douglas Atkin, which is a book discussing "when customers become true believers". Atkin's book offers ways in which consumer cultures can form to an influential brand such as Apple. Atkin introduces his book by delineating a cult brand as "a brand for which a group of customers exhibit a great devotion or dedication. Its ideology is distinctive and it has a well-defined and committed community. It enjoys exclusive devotion (that is, not shared with another brand in the same category), and its members often become voluntary advocates". Atkin argues that people join cults to become more individualistic. He offers a process consisting of four steps that explain his theory. First, an individual might feel different than those in their surrounding community and possibly a feeling of alienation.
             Second, as a result of this divide, the individual can become open to finding a more suitable environment for him or herself. Third, the individual will feel safe and secure in an environment that regards his or her differences with respect, not with pity or neglect. Fourth, these steps lead an individual to "self-actualization" within a community of like-minded people who applaud individua...