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Culting of Brands : When Customers Become True Believers by Douglas Atkins (2004, Hardcover)
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An analysis of the process of branding offers insight into how companies cultivate near-fanatical customer loyalty, identifying the commonalities between cults and corporations that use cult-branding techniques, and explaining how marketers and business leaders can attract and retain consumer population segments as well as loyal employees. 35,000 first printing.
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About this product
Product Identifiers
PublisherPenguin Publishing Group
ISBN-101591840279
ISBN-139781591840275
eBay Product ID (ePID)30221440
Product Key Features
Number of Pages288 Pages
LanguageEnglish
Publication NameCulting of Brands : When Customers Become True Believers
Publication Year2004
SubjectMarketing / General, Consumer Guides, General
TypeNot Available
AuthorDouglas Atkins
Subject AreaReference, Business & Economics, Psychology
FormatHardcover
Dimensions
Item Height1 in
Item Weight16 Oz
Item Length9.4 in
Item Width6.3 in
Additional Product Features
LCCN2004-044283
Dewey Edition22
ReviewsCrazy as it sounds, the calculus of building a powerful new brand is the same as that for a cult. This is a breakthrough book that will make you rethink what you thought you knew about brands (and religion!). (Seth Godin, author of Purple Cow), Crazy as it sounds, the calculus of building a powerful new brand is the same as that for a cult. This is a breakthrough book that will make you rethink what you thought you knew about brands (and religion!). (Seth Godin, author of Purple Cow )
TitleLeadingThe
Grade FromTwelfth Grade
IllustratedYes
Dewey Decimal658.8/343
Intended AudienceTrade
SynopsisMarketing expert Douglas Atkin has spent years re-,searching both full-blown cults and companies that,use cult-branding techniques. He interviewed,countless cult members to discover what makes them,tick. And he explains exactly how brands like,Harley-Davidson and Apple 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 phenom-,enom, it will be of enormous value to businesses,as it reveals the secret to customer loyalty., Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to discover what makes them tick. And he explains exactly how brands like Harley-Davidson and Apple 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 phenom- enom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.
LC Classification NumberHF5415.13.A85 2004
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