Name: The Culting of Brands: Turn Your Customers Into True Believers
Price: 30.29 EUR
Availability: InStock
Rating: 5 (1 reviews)
Author: Douglas Atkin
ISBN: 9781591840961

portada The Culting of Brands: Turn Your Customers Into True Believers

The Culting of Brands: Turn Your Customers Into True Believers

Type

Physical Book

Publisher

Portfolio

Author

Douglas Atkin

Year

2005

Language

English

Pages

256

Format

Paperback

ISBN13

9781591840961

Edition No.

The Culting of Brands: Turn Your Customers Into True Believers

Douglas Atkin (Author) · Portfolio · Paperback

1 review

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Synopsis "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.

Customers reviews

Xiomara Sanchez Thursday, August 06, 2020
Verified Purchase
El libro es espectacular. La forma cómo Douglas explica la relación de los cultos y el culto a las marcas es otro nivel, te hace reflexionar y es un acercamiento a cómo generar comunidades fuertes en torno a propósito.
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The Culting of Brands: Turn Your Customers Into True Believers - Douglas Atkin

Synopsis "The Culting of Brands: Turn Your Customers Into True Believers "

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