The Power Of Cult Branding

Matthew W Ragas & Bolivar J Bueno

Physical

In Circulation

Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dream come true, can certain products—with the right combination of positioning and branding—take on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers? Can your company harness the power of cult branding without blowing a fortune on advertising? According to authors Matthew W. Ragas and Bolivar J. Bueno the answer is yes. In fact, you need not look much farther than a Harley-Davidson rally, a Star Trek convention, or a Jimmy Buffett concert to see the cult branding phenomenon at work: thousands of passionate, faithful fans spreading the good word and spending lots of money. Not all brands have the dash of edginess, the devoted fan base, or the niche positioning to be cult brands. But those that do tend to share similar characteristics that make them successful, what the authors call the Seven Golden Rules of Cult Branding. Through meticulous research and scores of interviews Ragas and Bueno have uncovered the remarkable and oft-untold stories behind nine very successful cult brands: ·Star Trek ·Harley-Davidson ·Oprah Winfrey ·World Wrestling Entertainment (formerly WWF) ·Apple ·Volkswagen Beetle ·Jimmy Buffett ·Vans Shoes ·Linux These nine brands follow the Seven Golden Rules and have millions of fans and billions of dollars in revenue to show for it. Now you can learn first hand what these special brands did to set themselves apart and how to apply the Seven Golden Rules to your own marketing strategies. Written for advertisers, marketers, sales executives, and business owners who want to thrive in an increasingly competitive marketplace, The Power of Cult Branding is the ultimate guide to creating a loyal core of repeat customers and winning the positioning battle.

What will you learn from this book

  1. Emotional Connection: Cult brands create deep emotional connections with consumers, fostering loyalty and advocacy beyond rational considerations.

  2. Brand Community: Cult brands cultivate a passionate community around their products or services, fostering engagement and advocacy among customers.

  3. Storytelling and Mythology: Crafting compelling brand stories and mythologies contributes to the allure and identity of cult brands.

  4. Authenticity and Consistency: Cult brands maintain authenticity in their messaging, values, and experiences, creating consistent brand experiences.

  5. Distinctive Identity: Cult brands establish unique and recognizable identities, setting themselves apart from competitors.

  6. Experiential Marketing: Focusing on creating unique and memorable experiences for customers rather than just selling products.

  7. Customer Empowerment: Involving customers in the brand's evolution and decision-making, making them feel a sense of ownership.

  8. Innovation and Adaptability: Cult brands innovate and adapt to changing consumer needs while staying true to their core values.

  9. Long-Term Vision: Building a cult brand requires a long-term vision and commitment to nurturing relationships with customers.

  10. Measuring Brand Success: Developing metrics to measure the success of cult branding strategies, analyzing customer engagement, loyalty, and brand advocacy.

Language English
ISBN-10 0-7615-3694-9
No of pages 178
Font Size Medium
Book Publisher Crown Publishers
Published Date 09 Feb 2011

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