"I have spent years talking with brand fans; from obsessed Harley Davidson riders to young Japanese Hello Kitty admirers (one of whom, incidentally, owns more than 12,000 pieces of Hello Kitty merchandise), to devoted Irish Guinness beer drinkers. I've, time after time, been struck by the apparent parallels between the power of religion and of brands over followers. But, in reality, would such a claim possibly hold up? Is it possible that some brands have managed to create their own religion by, coincidently or deliberately, adopting triggers and tactics from the world of religion? The question became an obsession for me."