The Culting of Brands: Turn Your Customers into True Believers
| Author | : | |
| Rating | : | 4.42 (785 Votes) |
| Asin | : | 1591840961 |
| Format Type | : | paperback |
| Number of Pages | : | 256 Pages |
| Publish Date | : | 2013-05-11 |
| Language | : | English |
DESCRIPTION:
Perhaps would-be cult leaders will be able to use Atkin's marketing strategies to repackage themselves for broader mainstream appeal. Yet his superficial consideration of groups like the Unification Church and the Landmark Forum rarely gets into the specifics of those belief systems, instead presenting a fuzzy image of people bonding together to give their lives meaning. But he overuses the term "cult" to the point of meaninglessness: it's one thing to compare Marine Corps training to an initiatory ritual, quite another to label eBay or JetBlue customers cult members just because they use the product repeatedly. Copyright © Reed Business Informa
It will teach marketers how to align themselves with a specific segment of the population, how to attract and keep new "members," how to establish a mythology about the company, and how to manage a workforce filled with true believers. Once a brand achieves cult status, it becomes almost impossible for a competitor to dethrone it. At first glance, companies like Apple and Nike have little in common with organizations like the Hell’s Angels and the Unification Church. The Culting of Brands will reveal the secrets of fierce customer identification and, most important, unbrea
Abstract yet Informative, must read for customer loyalty. PaakowE This book is a bit harder to read, and also just a tad bit abstract. Nonetheless, it's still a very informative read and pulls real world examples and analyses of how organizations in every sector parallel one another in regards to recruitment.I would recommend this book to anyone who's trying to build a brand and is having trouble with customer loyalty. Great asset to have in the library.. The Culting of Brands Will Change Your Business Margaret Livingstone This might be the most helpful book I have ever read for my business. I especially liked the ideas that the Mormons use to make new converts feel included. The other thing I will use in my business is the Mary Kay model. That organization has used different methods to make the women in the organization feel supported, celebrating their success.I liked this book so much that I sent a copy to a friend. I hope Douglas Atkins will update this book at some point.. David Vinjamuri said Getting underneath brands. Douglas Atkin is revered as a brilliant account planner for a reason - he is one of the sharpest minds in marketing. I teach this book in my branding class at NYU because I believe Douglas is onto something - in an age where most Americans have been uprooted and lack communal identity, consumers are latching onto brands as a means of self-identification. Sometimes this leads them into classic cult behavior. The nice thing about this book is that Douglas has really done his homework - he's gone inside classic cults like the Moonies as well as religions (the Mormons), the armed force