Douglas Atkin: The Culting of Brands

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

Dekorationsartikel gehören nicht zum Leistungsumfang.

Sprache: Englisch

23,20 €*

inkl. MwSt.

Versandkostenfrei per Post / DHL

Aktuell nicht verfügbar

Kategorien:

Der Artikel ist nicht in deutscher Sprache verfasst.
Die Sprache der Produktbeschreibung und Details kann in Englisch angegeben sein. Sollten Sie Verständnisprobleme haben, wenden Sie sich gerne an uns.

Beschreibung

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.

Über den Autor

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.

Inhaltsverzeichnis

Introduction

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

Erscheinungsjahr:	2005
Fachbereich:	Allgemeines
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781591840961
ISBN-10:	1591840961
Sprache:	Englisch
Ausstattung / Beilage:	Paperback
Einband:	Kartoniert / Broschiert
Autor:	Atkin, Douglas
Hersteller:	Penguin Publishing Group
Maße:	210 x 140 x 16 mm
Von/Mit:	Douglas Atkin
Erscheinungsdatum:	31.05.2005
Gewicht:	0,358 kg

Ähnliche Produkte