Every brand probably wants to have followers it describes as cult-like in their adoration and worship of the brand. But how do you foster the good from that description and avoid the bad?

Chris Kneeland knows. He is the co-founder of Cult Collective, a firm based in Calgary, Alberta, focused on helping brands drive irrational customer loyalty. He’s also behind The Gathering, an annual event that brings folks together to talk about those brands. He also has a book called FIX: A New Presecription to Cure Disengaged Customers, Prospects, or Staff.

He joined Digging Deeper to dig deeper into the mindset of employees and customers to inspire cult-like followings for businesses and brands of all sizes.

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