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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 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.
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
| Erscheinungsjahr: | 2005 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 258 |
| 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 |
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
| Erscheinungsjahr: | 2005 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 258 |
| 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 |
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