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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 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.
256 pages, Paperback
First published January 1, 2004
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June 14, 2023everything described in this book is truly despicable soul-sucking evil but also this is the kind of book that makes some things abt modern consumerism & capitalism click into place a little. i dont wanna live in a world where we're bonding & building community over products but it's the one i am in so i have to be here???? it's mutated exponentially in the social media age too. shit sucks!
December 30, 2016
یکی از نیازهای اولیه آدمیزاد احساس تعلق داشتنه. ما نیاز داریم که عضو یک گروهی و اجتماعی باشیم. دلیل اصلی اینکه فرقه ها می تونن عضوگیری کنن و گسترش پیدا کنن اینه که از این احساس به خوبی بهره برداری می کنن. اونها به اون قسمت از اجتماع که از وضع موجود ناراضی هستن توجه می کنن و اونا رو دعوت می کنن و می گن ما هم مثل شما هستیم. ما شما رو دوست داریم. ارزش ها ما و شما مشترک هستن. در نتیجه اگه با ما باشین، می تونین خود واقعی تون رو رو کنین بدون اینکه کسی قضاوت نادرستی در این مورد بکنه. وقتی این حالت پیش اومد فرد وارد فرقه می شه و در ادامه کارهای دیگه ای هم برای فرقه انجام می ده که یکی از مفیدترین اونها جذب اعضای جدیده.
می گه شرکت ها هم می تونن از این مسئله استفاده کنن. اگه ارزش های مشخصی که برای اعضای ناراضی جامعه مخاطب شما مهمه رو به عنوان ارزش های شرکت خودتون تعیین کنین و خودتون رو از همون قماش نشون بدین و در راستای همین ارزش ها نحوه ارائه کالاها و خدمات رو برنامه ریزی کنید و البته مشتری رو در یک محیط دوستانه در کنار بقیه مشتری ها و کارکنان قرار بدید تا مثل کلوب مشتریان با هم در ارتباط باشن و رفتار ها و باورها و ارزش ها هم رو تقویت کنن، می تونین مشتری رو تبدیل به یک طرفدار پر و پا قرص کنید که نه تنها محصولات و خدمات شما رو به نرخ بالاتری خریداری می کنه و صد البته رقابت با برندهای دیگه از بین می ره، بلکه از شما در برابر منتقدان دفاع می کنه، برای شما مشتری جدید میاره و به اعضای دیگه کمک می کنه و بقیه موارد.
کتاب مثال های زیادی داشت. مخصوصا هر چی به بخش های آخر نزدیک می شیم، تعداد و توضیحات این مثال ها هم بیشتر می شه. اما در مورد ساختار فرقه ها و نحوه تشکیل و مرزبندی ها و جامعه پذیر کردن اعضا و موارد این چنین کم توضیح داده و همچنین مطالب کتاب می تونست منسجم تر باشه.
می گه شرکت ها هم می تونن از این مسئله استفاده کنن. اگه ارزش های مشخصی که برای اعضای ناراضی جامعه مخاطب شما مهمه رو به عنوان ارزش های شرکت خودتون تعیین کنین و خودتون رو از همون قماش نشون بدین و در راستای همین ارزش ها نحوه ارائه کالاها و خدمات رو برنامه ریزی کنید و البته مشتری رو در یک محیط دوستانه در کنار بقیه مشتری ها و کارکنان قرار بدید تا مثل کلوب مشتریان با هم در ارتباط باشن و رفتار ها و باورها و ارزش ها هم رو تقویت کنن، می تونین مشتری رو تبدیل به یک طرفدار پر و پا قرص کنید که نه تنها محصولات و خدمات شما رو به نرخ بالاتری خریداری می کنه و صد البته رقابت با برندهای دیگه از بین می ره، بلکه از شما در برابر منتقدان دفاع می کنه، برای شما مشتری جدید میاره و به اعضای دیگه کمک می کنه و بقیه موارد.
کتاب مثال های زیادی داشت. مخصوصا هر چی به بخش های آخر نزدیک می شیم، تعداد و توضیحات این مثال ها هم بیشتر می شه. اما در مورد ساختار فرقه ها و نحوه تشکیل و مرزبندی ها و جامعه پذیر کردن اعضا و موارد این چنین کم توضیح داده و همچنین مطالب کتاب می تونست منسجم تر باشه.
May 19, 2022
(The English review is placed beneath the Russian one)
Если книга «Lovemarks» зачастую выдавала желаемое за действительное, то книга «Культ брэндов» пошла ещё дальше. Обе книги декларируют не просто любовь потребителей к своим брендам, а фанатичную привязанность. Такая привязанность не только заставляет покупателей быть исключительно лояльными потребителями, но даже делать себе татуировки логотипов их любимых брендов. Вот на основе этого и были написаны книги «Lovemarks» и «Культ брэндов». Проблема заключается только в том, что таких страстных приверженцев определённых брендов настолько мало, что только одно их присутствие не способно обеспечить фирме ни стабильность, ни прибыльность. Как я сказал в самом начале, подобные взгляды маркетологов является попыткой выдать желаемое за действительное или говоря проще, проецирование иллюзий.
Однако важным отличием этих двух книг является то, что книга «Культ брэндов» в подавляющем большинстве случаев основывается на историях различных религиозных культов, а в качестве небольшой бизнес составляющей, автор упоминает такие компании и их бренды как Mary Kay и Harley-Davidson. Как мы понимаем, обе фирмы являются скорее исключением, нежели правилом.
Итак, начнём с главной проблемы книги – непрерывных ссылок на религиозные секты. Автор на полном серьёзе рассматривает секты и их способы вовлечение людей, как вполне реальный способ ведения бизнеса. Неужели автор не видит разницу между сектой и бизнесом по продаже зелёного горошка в банках? Не хочу расстраивать многих маркетологов, свято верящих, что покупатели 24 часа в день и 7 дней в неделю только и думают что об их брендах, но скажу, что это не так. Большинству пользователям по большому счёту не так важен бренд, который они регулярно приобретают. Т.е. да, они выбирают конкретный бренд, к примеру, кукурузных хлопьев для завтрака или бренд мыла, но они при этом не испытывают каких-либо чувств к данным брендам. Ну, нет у них никакой страсти к компьютерной продукции компании AMD или Nvidia. Да, им нравится бренд, они им чаще всего довольны. Но быть удовлетворённым товаром (брендом) и быть страстно влюблённым или даже быть фанатиком, сектантом, слепо подчиняющимся приказам лидера секты, это, согласитесь, кардинально разные вещи. Да даже отношения между клиентами и компанией производящей мотоциклы Harley-Davidson ну ни как не похожи на отношения между сектантом/фанатиком и лидером секты. Мне кажется, это настолько очевидно, что уже в самом начале жизни этой книги, т.е. когда рукопись автора приняли к изданию, можно было указать на этот нонсенс.
Вторая проблема, это крайне ограниченный список примеров из мира бизнеса. По большей части автор ссылается только на очень специфические компании типа Harley-Davidson и Mary Kay. Пусть эти фирмы и являются успешными, но их пример не может служить стандартом для всего бизнеса как такового. Было ли это очевидно для автора? Определённо. Просто для подтверждения своей теории автор выбрал такие вот исключения, тем самым создав иллюзию, что Harley-Davidson и Mary Kay являются правилом, типовыми компаниями. Ещё раз: это не так!
В третьих, автор попытался добавить в книгу более привычные практики из мира бизнеса, как например примеры клиентоориентированных компаний, примеры уникального обслуживания. Однако я считаю, что это является попыткой придать книге большее разнообразие за счёт включения более привычных историй. Увы, но книга от этого лучше не стала, ибо она ошибочна в своей основе – «секта = бизнес».
If "Lovemarks" was a wishful thinking book, then "The Culting of Brands" went even further. Both books declare not just consumer love for their brands, but fanatical affection. This obsession not only leads consumers to be extremely loyal consumers but even to get tattoos of their favorite brands' logos. This is the basis on which the books Lovemarks and The Culting of Brands were written. The only problem is that such passionate adherents of certain brands are so rare that their presence alone cannot ensure a firm's stability or profitability. As I said at the beginning, such views by marketers are wishful thinking or, more simply, a projection of illusions.
However, an important difference between the two books is that the book "The Culting of Brands" is overwhelmingly based on the stories of various religious cults, and as a small business component, the author mentions such companies and their brands as Mary Kay and Harley-Davidson. As we understand it, both firms are the exception rather than the rule.
So let's start with the main problem of the book, which is the persistent references to religious sects. The author takes in all seriousness sects and their ways of engaging people as a very real way of doing business. Doesn't the author see the difference between a cult and the business of selling green peas in cans? I don't want to upset the many marketers who believe that customers 24/7 think only about their brands, but I will say that they don't. Most users, by and large, don't care that much about the brand they regularly buy. That is, yes, they choose a particular brand, for example, cornflakes for breakfast or soap, but they do not have any feelings about these brands. Well, they have no passion for AMD or Nvidia computer products. Yes, they like the brand, and they are most often satisfied with it. But to be satisfied with the product (brand) and to be passionately in love, or even to be a fanatic, a sectarian, blindly obeying the orders of the leader of the sect, this is radically different things. Even the relationship between clients and the company producing Harley-Davidson motorcycles is not similar to the relationship between a sectarian/fanatic and a sect leader. I think this is so obvious that early in the life of this book, i.e., when the author's manuscript was accepted for publication, this nonsense could have been pointed out.
The second problem is the extremely limited list of examples from the business world. For the most part, the author refers only to very specific companies like Harley-Davidson and Mary Kay. Even though these companies are successful, their example cannot serve as a standard for all businesses per se. Was it obvious to the author? Definitely. It's just that to prove his theory, the author chose such exceptions, thus creating the illusion that Harley-Davidson and Mary Kay are the rules, typical companies. Once again: they are not!
Third, the author has tried to add to the book more common practices from the business world, such as examples of client-oriented companies and examples of unique services. I believe, however, that this is an attempt to give the book more variety by including more usual stories. Alas, this does not make the book any better, for it is fundamentally flawed - cult = business.
Если книга «Lovemarks» зачастую выдавала желаемое за действительное, то книга «Культ брэндов» пошла ещё дальше. Обе книги декларируют не просто любовь потребителей к своим брендам, а фанатичную привязанность. Такая привязанность не только заставляет покупателей быть исключительно лояльными потребителями, но даже делать себе татуировки логотипов их любимых брендов. Вот на основе этого и были написаны книги «Lovemarks» и «Культ брэндов». Проблема заключается только в том, что таких страстных приверженцев определённых брендов настолько мало, что только одно их присутствие не способно обеспечить фирме ни стабильность, ни прибыльность. Как я сказал в самом начале, подобные взгляды маркетологов является попыткой выдать желаемое за действительное или говоря проще, проецирование иллюзий.
Однако важным отличием этих двух книг является то, что книга «Культ брэндов» в подавляющем большинстве случаев основывается на историях различных религиозных культов, а в качестве небольшой бизнес составляющей, автор упоминает такие компании и их бренды как Mary Kay и Harley-Davidson. Как мы понимаем, обе фирмы являются скорее исключением, нежели правилом.
Итак, начнём с главной проблемы книги – непрерывных ссылок на религиозные секты. Автор на полном серьёзе рассматривает секты и их способы вовлечение людей, как вполне реальный способ ведения бизнеса. Неужели автор не видит разницу между сектой и бизнесом по продаже зелёного горошка в банках? Не хочу расстраивать многих маркетологов, свято верящих, что покупатели 24 часа в день и 7 дней в неделю только и думают что об их брендах, но скажу, что это не так. Большинству пользователям по большому счёту не так важен бренд, который они регулярно приобретают. Т.е. да, они выбирают конкретный бренд, к примеру, кукурузных хлопьев для завтрака или бренд мыла, но они при этом не испытывают каких-либо чувств к данным брендам. Ну, нет у них никакой страсти к компьютерной продукции компании AMD или Nvidia. Да, им нравится бренд, они им чаще всего довольны. Но быть удовлетворённым товаром (брендом) и быть страстно влюблённым или даже быть фанатиком, сектантом, слепо подчиняющимся приказам лидера секты, это, согласитесь, кардинально разные вещи. Да даже отношения между клиентами и компанией производящей мотоциклы Harley-Davidson ну ни как не похожи на отношения между сектантом/фанатиком и лидером секты. Мне кажется, это настолько очевидно, что уже в самом начале жизни этой книги, т.е. когда рукопись автора приняли к изданию, можно было указать на этот нонсенс.
Вторая проблема, это крайне ограниченный список примеров из мира бизнеса. По большей части автор ссылается только на очень специфические компании типа Harley-Davidson и Mary Kay. Пусть эти фирмы и являются успешными, но их пример не может служить стандартом для всего бизнеса как такового. Было ли это очевидно для автора? Определённо. Просто для подтверждения своей теории автор выбрал такие вот исключения, тем самым создав иллюзию, что Harley-Davidson и Mary Kay являются правилом, типовыми компаниями. Ещё раз: это не так!
В третьих, автор попытался добавить в книгу более привычные практики из мира бизнеса, как например примеры клиентоориентированных компаний, примеры уникального обслуживания. Однако я считаю, что это является попыткой придать книге большее разнообразие за счёт включения более привычных историй. Увы, но книга от этого лучше не стала, ибо она ошибочна в своей основе – «секта = бизнес».
If "Lovemarks" was a wishful thinking book, then "The Culting of Brands" went even further. Both books declare not just consumer love for their brands, but fanatical affection. This obsession not only leads consumers to be extremely loyal consumers but even to get tattoos of their favorite brands' logos. This is the basis on which the books Lovemarks and The Culting of Brands were written. The only problem is that such passionate adherents of certain brands are so rare that their presence alone cannot ensure a firm's stability or profitability. As I said at the beginning, such views by marketers are wishful thinking or, more simply, a projection of illusions.
However, an important difference between the two books is that the book "The Culting of Brands" is overwhelmingly based on the stories of various religious cults, and as a small business component, the author mentions such companies and their brands as Mary Kay and Harley-Davidson. As we understand it, both firms are the exception rather than the rule.
So let's start with the main problem of the book, which is the persistent references to religious sects. The author takes in all seriousness sects and their ways of engaging people as a very real way of doing business. Doesn't the author see the difference between a cult and the business of selling green peas in cans? I don't want to upset the many marketers who believe that customers 24/7 think only about their brands, but I will say that they don't. Most users, by and large, don't care that much about the brand they regularly buy. That is, yes, they choose a particular brand, for example, cornflakes for breakfast or soap, but they do not have any feelings about these brands. Well, they have no passion for AMD or Nvidia computer products. Yes, they like the brand, and they are most often satisfied with it. But to be satisfied with the product (brand) and to be passionately in love, or even to be a fanatic, a sectarian, blindly obeying the orders of the leader of the sect, this is radically different things. Even the relationship between clients and the company producing Harley-Davidson motorcycles is not similar to the relationship between a sectarian/fanatic and a sect leader. I think this is so obvious that early in the life of this book, i.e., when the author's manuscript was accepted for publication, this nonsense could have been pointed out.
The second problem is the extremely limited list of examples from the business world. For the most part, the author refers only to very specific companies like Harley-Davidson and Mary Kay. Even though these companies are successful, their example cannot serve as a standard for all businesses per se. Was it obvious to the author? Definitely. It's just that to prove his theory, the author chose such exceptions, thus creating the illusion that Harley-Davidson and Mary Kay are the rules, typical companies. Once again: they are not!
Third, the author has tried to add to the book more common practices from the business world, such as examples of client-oriented companies and examples of unique services. I believe, however, that this is an attempt to give the book more variety by including more usual stories. Alas, this does not make the book any better, for it is fundamentally flawed - cult = business.
March 9, 2024
This book is phenomenal in being able to really understand how big money brands have been able to create such a mass following and consistently have customers chasing their newest product, membership etc.
August 26, 2018
Douglas brings some bright thoughts that can be applied by brand managers connecting with some cults. This might sound odd but it does make sense. Nevertheless, the rational is built in a quite boring way and the data is merely intuitive. Some interesting ideas but far from recommended. 🙄
April 20, 2009
I very narrow view of branding.
January 28, 2019
People don't buy products, services, or features. People buy people. It's common knowledge now that people "decide with emotions, not with facts". What isn't so widely understood is that the need to belong is one of the most powerful, motivating feelings. Human beings need to feel a part of something. With the decline of religions and other legacy social institutions, cults and cult brands step into the vacuum.
At the heart of the cult is a paradox. I feel alienated from the world around me. I desperately need to feel recognized, respected, part of a group to help me make sense of my life. To give meaning to my existence. In order to satisfy my need to be an individual, I must belong to a group that transcends myself.
Atkin's deep-dive into cult brands echoed Eric Hoffer's The True Believer: Thoughts on the Nature of Mass Movements. This book has more of a users-manual feel to it. From the well-known religious cults of the 20th century to the more tame (perhaps) examples of the Mormon Church and Saturn (this was written in 2005), we have here a cornucopia for the marketer... or anyone else who seeks to bring about a change in the culture.
Pairs well with Seth Godin's This is Marketing: You Can't Be Seen Until You Learn To See (where I found the present book in the bibliography).
At the heart of the cult is a paradox. I feel alienated from the world around me. I desperately need to feel recognized, respected, part of a group to help me make sense of my life. To give meaning to my existence. In order to satisfy my need to be an individual, I must belong to a group that transcends myself.
Atkin's deep-dive into cult brands echoed Eric Hoffer's The True Believer: Thoughts on the Nature of Mass Movements. This book has more of a users-manual feel to it. From the well-known religious cults of the 20th century to the more tame (perhaps) examples of the Mormon Church and Saturn (this was written in 2005), we have here a cornucopia for the marketer... or anyone else who seeks to bring about a change in the culture.
Pairs well with Seth Godin's This is Marketing: You Can't Be Seen Until You Learn To See (where I found the present book in the bibliography).
April 8, 2019
Read this cover to cover on a flight. Thoroughly enjoyed it. Prompted several moments of jotting down ideas and notes. Some of the references are dated, but still carry value with the benefits of hindsight in our favour.
September 11, 2023
What's it about?
Brands as modern day cults.
Impressions
This book was probably revolutionary when it first came out, but it’s principles are well established.
How I Discovered It
Via my friend Tyler.
Who Should Read It?
Brand managers and aspiring cult leaders…
How the Book Changed Me
A gentle reminder to build and foster community around your brand.
Favorite Quotes
The case study of Saturn in Chapter 12 was a great read on how GM created a separate entity within their brand to attack the threat of Japanese automakers.
“People join cults not to conform, but to become more individual.”
“The singular thread within the Harley community is the desire to express the bad boy.”
“What kind of environment are you providing that will allow your customers a place to commune with their fellow believers and the distinct symbols of their belief?”
“Every time a limp idea is chosen for political expediency, every time a mediocre message is approved out of fear, every time vision and care is subsumed by mechanism and compromise, there you’ll find an institution slowly rotting at the core and quickly alienating its core constituents.”
“For a cult brand, his or her role in this consumer society is less one of a commander of the marketplace, and more of a supporter and nurturer of the community their brand may be fortunate enough to enjoy.”
“An authoritarian, rigidly enforced brand strategy and program would likely have missed the ideas that only a community freed to “play” would have generated. A distributed ownership within the body of the membership itself creates the right environment for ideas, energy, commitment, and ultimate advocates; a member who feels as if they have helped model the brand will likely be an evangelist for it.”
Brands as modern day cults.
Impressions
This book was probably revolutionary when it first came out, but it’s principles are well established.
How I Discovered It
Via my friend Tyler.
Who Should Read It?
Brand managers and aspiring cult leaders…
How the Book Changed Me
A gentle reminder to build and foster community around your brand.
Favorite Quotes
The case study of Saturn in Chapter 12 was a great read on how GM created a separate entity within their brand to attack the threat of Japanese automakers.
“People join cults not to conform, but to become more individual.”
“The singular thread within the Harley community is the desire to express the bad boy.”
“What kind of environment are you providing that will allow your customers a place to commune with their fellow believers and the distinct symbols of their belief?”
“Every time a limp idea is chosen for political expediency, every time a mediocre message is approved out of fear, every time vision and care is subsumed by mechanism and compromise, there you’ll find an institution slowly rotting at the core and quickly alienating its core constituents.”
“For a cult brand, his or her role in this consumer society is less one of a commander of the marketplace, and more of a supporter and nurturer of the community their brand may be fortunate enough to enjoy.”
“An authoritarian, rigidly enforced brand strategy and program would likely have missed the ideas that only a community freed to “play” would have generated. A distributed ownership within the body of the membership itself creates the right environment for ideas, energy, commitment, and ultimate advocates; a member who feels as if they have helped model the brand will likely be an evangelist for it.”
July 30, 2018
Vale la pena leer y volver a leer.
September 7, 2011
As a caveat, I am not much of a non-fiction reader...
I guess my biggest problem with the ideas presented in "The Culting of Brands" is the idea that all these powerful tools (strong networks, deviance, etc) can be used to pull the wool over people's eyes. Maybe that's the point, but I would have liked to have seen more about creating a quality product as a strategy to bring people to you. I was left with the message that one can "embrace the dark underbelly of marketing," to an extent (and "smartly"), and you'll succeed. I don't think I like that message...but I suppose marketing is all about this.
I guess my biggest problem with the ideas presented in "The Culting of Brands" is the idea that all these powerful tools (strong networks, deviance, etc) can be used to pull the wool over people's eyes. Maybe that's the point, but I would have liked to have seen more about creating a quality product as a strategy to bring people to you. I was left with the message that one can "embrace the dark underbelly of marketing," to an extent (and "smartly"), and you'll succeed. I don't think I like that message...but I suppose marketing is all about this.
November 10, 2015
Recommended by Terasa Cooley. It examines the ways that brand loyalty resembles cult membership, presenting both as potential useful and healthy. UUism can’t use the model that he presents, however, because part of turning your brand into a cult is differentiating your group from the Other, and demonizing the Other. Not the way that UUs work, I’m glad to say.
September 28, 2016
Page after page, when Atkin describes the brands such as Apple, Harley-Davidson, Saturn, etc. and how they turn their business into members of a cult, it was enlightening for businesspeople how make your business really last.
I like especially how he describe how Mac users believe too much in the power of the products they use against PC (Windows) users. I really learned a lot from this book.
I like especially how he describe how Mac users believe too much in the power of the products they use against PC (Windows) users. I really learned a lot from this book.
March 19, 2008
Almost like an early, research-less draft of "the Tipping Point", the author failed to present any terribly new or relevant information, although some value might be gained by someone who has never taken basic marketing classes, or thought much about the psychology of branding.
November 17, 2009
An intriguing way to think about cult brands; things like Apple make more sense viewed through this lense. Only things I would have liked to have seen explored is the relationship, if any, between LDS and JetBlue.
January 12, 2011
Es un maravilloso libro que nos muestra cómo los productos de bienes y consumo se posicionan en nuestra mente para luego convertirse en artículos que trascienden su materialidad, se convierten en escalones de estatus social, económico y cultural.
Currently reading
September 7, 2007This was written by a co-worker of mine from Merkley Newman Harty (my first agency). An interesting connection between cults and corporate brands. Still reading- so no rating yet.
December 25, 2008
yang saya baca adalah terjemahannya dengan judul: Membangun Kesetiaan Merek
May 20, 2009
A great side by side comparison of the 'original' cults and the new cults.
A very interesting book!
A very interesting book!
November 19, 2010
Amazing book on branding, marketing, positioning. Read it years ago and I still refer to it today.
January 22, 2011
This is probably the most important Sub Study of Communication, because of its high impact on pretty much everything from business, politics, religion. Yes Its now time to learn the nature of Cult
December 26, 2012
Great business related book with examples related to real cults and cult like brands. Very entertaining and easy read.
January 6, 2013
30 - 2013
February 6, 2014
Very good read about how to grow brands into cults and even if not in the marketing world it is a fascinating read about religious organizations and how they have built their following
August 24, 2015
Very interesting exploration of the psychological fulfillment experiences of cults and highly successful branding efforts.
March 25, 2017
Después de elegir el posicionamiento y el mensaje, hay que construir la alternativa salvadora. Hace mucho que no leía algo tan especifico y tan poderoso al mismo tiempo. Los humanos necesitamos sentido, propósito y comunidad. Y, con necesidades tan puras e instituciones tan dudosas, las marcas tienen el potencial de ser casas de culto (podrían hasta ser la única respuesta).
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