How cult brands like SoulCycle and Airbnb are actually kinda cult-like

Get the Full StoryCompanies are employing quasi-religious tactics to inspire enthusiasm for their brands. What happens when customers have a crisis of faith?

When billionaire real estate tycoon Stephen Ross decided to host a fundraiser for Donald Trump last summer, it s unlikely he was thinking much about SoulCycle. The spinning-class chain is a small piece of his 60 billion empire, Related Companies, which controls 13,000 apartment rentals, 5,500 luxury condos, 60,000 housing units, and 30 million square feet of commercial real estate around the country. It s equally unlikely that SoulCycle s customers an army of spinning fanatics who built the company into a billion-dollar juggernaut had given much thought to Ross.Read Full Story

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