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The Culting Of Brands by Douglas Atkin (Paperback, 2005)
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Culting Of Brands : Turn Your Customers Into True Believers, Paperback by Atkin, Douglas, ISBN 1591840961, ISBN-13 9781591840961, Brand New, Free P&P in the UK An analysis of the process of branding offers insight into how companies cultivate near-fanatical customer loyalty, identifying the commonalities between cults and corporations that use cult-branding techniques, and explaining how marketers and business leaders can attract and retain consumer population segments as well as loyal employees. Reprint.
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Product Information
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.Product Identifiers
PublisherPenguin Putnam INC International Concepts
ISBN-139781591840961
eBay Product ID (ePID)90171050
Product Key Features
Number of Pages256 Pages
LanguageEnglish
Publication NameThe Culting of Brands
Publication Year2005
SubjectBusiness
TypeTextbook
AuthorDouglas Atkin
FormatPaperback
Dimensions
Item Height209 mm
Item Weight240 g
Item Width139 mm
Additional Product Features
Country/Region of ManufactureUnited States
Title_AuthorDouglas Atkin
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Most relevant reviews
- 14 Aug, 2019
Cults and branding, what else do you need to spend a pleasant afternoon?
Really cool book on marketing read through the perspective of cults.Verified purchase: YesCondition: New
