The Culting Of Brands: Turn Your Customers Into True Believers

May 31, 2005|
The Culting Of Brands: Turn Your Customers Into True Believers by Douglas Atkin
$21.00
Paperback
Earn 105 plum® points
Buy Online
Ship to an address
Ships within 1-2 weeks.Free shipping on orders over $35
Pick up in store
To see if pickup is available,
Find In Store
Not sold in stores
Prices and offers may vary in store

about

At first glance, companies like Apple and Nike have little in common with organizations like the Hell’s Angels and the Unification Church. But in reality, they all fulfill the main definition of a cult: They attract people who see themselves as different from the masses in some fundamental way. Contrary to stereotypes, most cult members aren’t emotionally unstable—they’re just normal folks searching for a sense of belonging.

Marketing expert Douglas Atkin has spent years researching both full-blown cults and companies that use cult-branding techniques.He interviewed countless cult members to find out what makes them tick. And he explains exactly how brands like Harley-Davidson, Saturn, JetBlue, and Ben & Jerry’s make their customers feel unique, important, and part of an exclusive group—and how that leads to solid, long-term relationships between a company and its customers.

In addition to describing a fascinating phenomenon, The Culting of Brands will be of enormous value to business leaders. 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. The Culting of Brands will reveal the secrets of fierce customer identification and, most important, unbreakable loyalty.

Douglas Atkin is the director of strategy at one of New York’s hottest advertising agencies, Merkley Newman Harty. He has worked with numerous clients to increase their cult appeal, including Mercedes, Pfizer, Smith Barney, Fila, and JetBlue. This is his first book.
Loading
Title:The Culting Of Brands: Turn Your Customers Into True Believers
Format:Paperback
Product dimensions:256 pages, 8.25 X 5.55 X 0.65 in
Shipping dimensions:256 pages, 8.25 X 5.55 X 0.65 in
Published:May 31, 2005
Publisher:Penguin Publishing Group
Language:English
Appropriate for ages:All ages
ISBN - 13:9781591840961

Recently Viewed
|