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Culting of Brands : Turn Your Customers into True Believers by Douglas Atkin (2005, Trade Paperback)
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About this product
Product Identifiers
PublisherPenguin Publishing Group
ISBN-101591840961
ISBN-139781591840961
eBay Product ID (ePID)44414393
Product Key Features
Number of Pages256 Pages
LanguageEnglish
Publication NameCulting of Brands : Turn Your Customers Into True Believers
SubjectConsumer Guides, Consumer Behavior, Customer Relations, General, Sales & Selling / General
Publication Year2005
TypeNot Available
Subject AreaRéférence, Psychology, Business & Economics
AuthorDouglas Atkin
FormatTrade Paperback
Dimensions
Item Height0.6 in
Item Weight8.5 Oz
Item Length8.5 in
Item Width5.6 in
Additional Product Features
Edition Number4
LCCN2004-065480
Dewey Edition22
TitleLeadingThe
IllustratedYes
Dewey Decimal332.63/24
Table Of ContentIntroduction 1. The Great Cult Paradox: Why People Join 2. You're Different, We're Different 3. We Love You 4. You Belong 5. Culting Is A Contact Sport 6. We're In This Together 7. This Is What We Believe 8. Symbolism 9. Commitment Is A Two-Way Street 10. Go Forth And Multiply 11. Tension: The Management Of Deviance 12. A Cult Is Born 13. The Cult Wavers, A Church Strengthens 14. Who Runs The Cult? Conclusion Notes Bibliography Index
Intended AudienceTrade
SynopsisAt 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., Marketing strategist Douglas Atkin has spent years,studying how certain customers show the same kind,of devotion to their brands (such as Harley,Davidson, iPod and eBay) as cult members do to,their cults. Based on interviews with cult members,and some of today's hottest companies, he has,written a groundbreaking book about why people,really join cults and how the same appeal draws,die-hard Macintosh users. Whether demolishing old,stereotypes or examining the strategies of,successful brands, this book offers a lively view,of the connection between religion and buying., Marketing strategist Douglas Atkin has spent years studying how certain customers show the same kind of devotion to their brands (such as Harley Davidson, iPod and eBay) as cult members do to their cults. Based on interviews with cult members and some of today's hottest companies, he has written a groundbreaking book about why people really join cults and how the same appeal draws die-hard Macintosh users. Whether demolishing old stereotypes or examining the strategies of successful brands, this book offers a lively view of the connection between religion and buying.
LC Classification NumberHD1382.5.H54 2005
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