The Culting of Brands: Turn Your Customers into True Believers

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9781591840961: The Culting of Brands: Turn Your Customers into True Believers

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

From the Inside Flap:

"Are cults really so bad? Veteran ad man Douglas Atkin doesn't think so.... Mr. Atkin has noticed the way that consumption has supplanted religion in many lives....At some level this sounds awful, but in fact Mr. Atkin has written an unusually readable and interesting book that focuses on how a cultlike devotion to products and brands arises from the human needs for belonging and satisfaction -- needs that may be especially acute in today's free-wheeling culture, in which ties of family, church, community and workplace seem looser than ever."
- Daniel Akst, The Wall Street Journal

About the Author:

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Atkin, Douglas
Editorial: Penguin Group USA (2005)
ISBN 10: 1591840961 ISBN 13: 9781591840961
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Descripción Penguin Group USA, 2005. PAP. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería VP-9781591840961

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Douglas Atkins
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Descripción Penguin Random House. Estado de conservación: New. Brand New. Nº de ref. de la librería 1591840961

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Douglas Atkin
Editorial: Penguin Putnam Inc, United States (2005)
ISBN 10: 1591840961 ISBN 13: 9781591840961
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Descripción Penguin Putnam Inc, United States, 2005. Paperback. Estado de conservación: New. 4th Revised edition. Language: English . Brand New Book. 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. Nº de ref. de la librería BZV9781591840961

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Atkin, Douglas
Editorial: Portfolio
ISBN 10: 1591840961 ISBN 13: 9781591840961
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Descripción Portfolio. PAPERBACK. Estado de conservación: New. 1591840961 *BRAND NEW* Ships Same Day or Next!. Nº de ref. de la librería SWATI2132243888

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Douglas Atkin
Editorial: Penguin Putnam Inc, United States (2005)
ISBN 10: 1591840961 ISBN 13: 9781591840961
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Descripción Penguin Putnam Inc, United States, 2005. Paperback. Estado de conservación: New. 4th Revised edition. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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. Nº de ref. de la librería BTE9781591840961

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Douglas Atkin
Editorial: Portfolio (2005)
ISBN 10: 1591840961 ISBN 13: 9781591840961
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Descripción Portfolio, 2005. Paperback. Estado de conservación: New. book. Nº de ref. de la librería M1591840961

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Atkin, Douglas (Author)
Editorial: Portfolio Trade (2005)
ISBN 10: 1591840961 ISBN 13: 9781591840961
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Descripción Portfolio Trade, 2005. Paperback. Estado de conservación: Brand New. reprint edition. 256 pages. 8.75x5.75x0.50 inches. In Stock. Nº de ref. de la librería zk1591840961

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Atkin, Douglas
Editorial: Portfolio (2005)
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Descripción Portfolio, 2005. Paperback. Estado de conservación: New. Never used!. Nº de ref. de la librería P111591840961

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Atkin, Douglas
Editorial: Portfolio (2005)
ISBN 10: 1591840961 ISBN 13: 9781591840961
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Nearfine Books
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Descripción Portfolio, 2005. Estado de conservación: new. Shiny and new! Expect delivery in 20 days. Nº de ref. de la librería 9781591840961-1

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Douglas Atkin
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Descripción 2005. Paperback. Estado de conservación: New. 4th. Paperback. 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 cu.Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 256 pages. 0.240. Nº de ref. de la librería 9781591840961

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