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Title: The Culting of Brands: When Customers Become True Believers by Douglas Atkin ISBN: 1-59184-027-9 Publisher: Portfolio Pub. Date: 03 June, 2004 Format: Hardcover Volumes: 1 List Price(USD): $24.95 |
Average Customer Rating: 5 (1 review)
Rating: 5
Summary: A deep dive into seduction
Comment: a disclaimer up front: I know Douglas personally, which may make me biased...
But the simple fact is, this book had to be written. Let's face it, the "innocent" activities that take place in the world of branding are not so different from those of religious sects.
Just like cults, brand tribes offer their members a greater sense of purpose. They both have initiation processes, rites of passage and devotion to a single ideal (or brand). Individuals can earn higher status in these groups by investing their time and energy in learning the customs, codes and rituals. They're rewarded for their efforts by attaining increasing levels of insider status. Eventually, both cult and brand tribe fanatics become apostles, spreading the message to others.
And in contrast to other, more superficial authors (e.g. Ragas' and Bueno's light-weight 'Power of Cult Branding'), Doug Atkin takes us into a deep, well researched, and culturally aware analogy between religious sects and powerful brands.
Douglas has quite some brain, and he takes us on a roller-coaster ride of mass-seduction. The Culting of Brands is an important book, one I will surely reference over and over.
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Title: Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity by David A. Aaker ISBN: 0743249380 Publisher: Free Press Pub. Date: 01 April, 2004 List Price(USD): $28.00 |
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Title: Lovemarks: The Future Beyond Brands by Kevin Roberts, A. G. Lafley ISBN: 1576872041 Publisher: powerHouse Books Pub. Date: 01 April, 2004 List Price(USD): $27.50 |
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Title: Trading Up: The New American Luxury by Michael Silverstein, Neil Fiske ISBN: 1591840139 Publisher: Portfolio Pub. Date: 09 October, 2003 List Price(USD): $26.95 |
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Title: Purple Cow: Transform Your Business by Being Remarkable by Seth Godin ISBN: 159184021X Publisher: Portfolio Pub. Date: 08 May, 2003 List Price(USD): $19.95 |
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Title: Bang! Getting Your Message Heard in A Noisy World by Linda Kaplan Thaler, Robin Koval, Delia Marshall ISBN: 0385508166 Publisher: Currency Pub. Date: 21 October, 2003 List Price(USD): $24.95 |
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