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Author: Matthew W. Ragas Publisher: Crown Currency ISBN: 0307781526 Category : Business & Economics Languages : en Pages : 226
Book Description
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.
Author: Matthew W. Ragas Publisher: Crown Currency ISBN: 0307781526 Category : Business & Economics Languages : en Pages : 226
Book Description
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.
Author: Matthew W. Ragas Publisher: Crown Business ISBN: 0761536949 Category : Business & Economics Languages : en Pages : 226
Book Description
Written for marketing specialists and entrepreneurs who want to thrive in an increasingly competitive marketplace this guide explains how to create a loyal core of repeat customers.
Author: Douglas Atkin Publisher: ISBN: Category : Business & Economics Languages : en Pages : 272
Book Description
Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to discover what makes them tick. And he explains exactly how brands like Harley-Davidson and Apple 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 phenom- enom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.
Author: Denise Lee Yohn Publisher: John Wiley & Sons ISBN: 111861125X Category : Business & Economics Languages : en Pages : 278
Book Description
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Author: Sarah Edmondson Publisher: Chronicle Books ISBN: 1797201468 Category : Biography & Autobiography Languages : en Pages : 243
Book Description
As seen in the HBO docuseries THE VOW: The shocking and subversive memoir of a 12-year-NXIVM-member-turned-whistleblower, and her inspiring true story of abuse, escape, and redemption. "'Master, would you brand me? It would be an honor.' From the second I climb onto the table, acutely aware that I am lying in the sweat of my sisters, I will have blocked that out. Lying there completely naked, I am at my most vulnerable but determined to prove my strength. I try to keep my legs closed as my body wills itself to protect my most private area. . . . I tell myself: I am a warrior. I birthed a human. I can handle pain. But nothing could have ever prepared me for the feel of this fire on my skin." Scarred is Sarah Edmondson's compelling memoir of her recruitment into the NXIVM cult, the 12 years she spent within the organization (during which she enrolled over 2,000 members and entered DOS—NXIVM's "secret sisterhood"), her breaking point, and her harrowing fight to get out, to expose Keith Raniere and the leadership, to help others, and to heal. Complete with personal photographs, Scarred is also an eye-opening story about abuses of power, female trust and friendship, and how sometimes the search to be "better" can override everything else. • In the tradition of Unorthodox by Deborah Feldman, Escape by Carolyn Jessop, and Troublemaker by Leah Remini • This tell-all follows Sarah from the moment she takes her first NXIVM seminar, to the invitation she accepts from her best friend, Lauren Salzman, into DOS, to her journey toward become a key witness in the federal case against its founders • Evokes questions about friendship, ethics, good and evil, making it a brilliant selection for book clubs Audio edition read by the author.
Author: Sarah Berman Publisher: Steerforth ISBN: 1586422766 Category : True Crime Languages : en Pages : 320
Book Description
They draw you in with the promise of empowerment, self-discovery, women helping women. The more secretive those connections are, the more exclusive you feel. Little did you know, you just joined a cult. Sex trafficking. Self-help coaching. Forced labor. Mentorship. Multi-level marketing. Gaslighting. Investigative journalist Sarah Berman explores the shocking practices of NXIVM, a cult run by Keith Raniere and many enablers. Through the accounts of central NXIVM figures, Berman uncovers how dozens of women seeking creative coaching and networking opportunities instead were blackmailed, literally branded, near-starved, and enslaved. Don't Call It a Cult is a riveting account of NXIVM's rise to power, its ability to evade prosecution for decades, and the investigation that finally revealed its dark secrets to the world.
Author: Christopher Bones Publisher: John Wiley & Sons ISBN: 1119978041 Category : Business & Economics Languages : en Pages : 297
Book Description
A critical look at the way that business leadership has gone so badly wrong. Modern business is obsessed with leaders. We talk about leadership all the time, but its real meaning is becoming more and more obscure. Recent corporate crises have shown that all too often, our leaders are missing in action when we need them most. In this groundbreaking and provocative new book, Chris Bones shows how we need to: Restore trust and confidence Be more realistic about what leaders can and can't do Redefine talent Revalue experience Reconsider remuneration
Author: David A. Aaker Publisher: John Wiley & Sons ISBN: 0470613580 Category : Business & Economics Languages : en Pages : 400
Book Description
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Author: Matthew W. Ragas
Author: Matthew W. Ragas
Author: Matthew W. Ragas
Author: Douglas Atkin
Author: Radha Chadha
Author: Denise Lee Yohn
Author: Sarah Edmondson
Author: Sarah Berman
Author: Jeremy Goldman
Author: Christopher Bones
Author: David A. Aaker