The Power of Cult Branding
The Power of Cult Branding
How 9 Magnetic Brands Turned Customers into Loyal Followers (and Yours Can, Too!)
Crown Business, Hardcover, 9780761536949, 224pp.
Publication Date: September 24, 2002
Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dream come true, can certain products—with the right combination of positioning and branding—take on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers? Can your company harness the power of cult branding without blowing a fortune on advertising?
According to authors Matthew W. Ragas and Bolivar J. Bueno the answer is yes. In fact, you need not look much farther than a Harley-Davidson rally, a Star Trek convention, or a Jimmy Buffett concert to see the cult branding phenomenon at work: thousands of passionate, faithful fans spreading the good word and spending lots of money. Not all brands have the dash of edginess, the devoted fan base, or the niche positioning to be cult brands. But those that do tend to share similar characteristics that make them successful, what the authors call the Seven Golden Rules of Cult Branding. Through meticulous research and scores of interviews Ragas and Bueno have uncovered the remarkable and oft-untold stories behind nine very successful cult brands:
·World Wrestling Entertainment (formerly WWF)
These nine brands follow the Seven Golden Rules and have millions of fans and billions of dollars in revenue to show for it. Now you can learn first hand what these special brands did to set themselves apart and how to apply the Seven Golden Rules to your own marketing strategies.
Written for advertisers, marketers, sales executives, and business owners who want to thrive in an increasingly competitive marketplace, The Power of Cult Branding is the ultimate guide to creating a loyal core of repeat customers and winning the positioning battle.
Praise for The Power of Cult Branding:
"Who wants a cult brand? After reading The Power of Cult Branding, you are going to want to create one as soon as possible. The logic, the strategies, and the tactics are spelled out for you in comprehensive detail." —Al Ries, author of The 22 Immutable Laws of Branding and chairman, Ries & Ries Inc.
"Ragas and Bueno have not only demystified branding in their brilliant book but also revealed the heart of how to do it with aplomb. And, at the same time, it's fun to read." —Jay Conrad Levinson, author of the Guerrilla Marketing series
"Cult brands, while not easy to create, are among the most powerful. This book will show the way." —Jack Trout, coauthor of Positioning: The Battle for Your Mind and president, Trout & Partners Ltd.
"The most insightful look at brand positioning since The 22 Immutable Laws of Marketing." —Roy H. Williams, coauthor of The Wizard of Ads series
"Understanding the creation and nourishment of great brands is critical to marketers. This book provides a powerful insight into that understanding." — Jeffrey J. Fox, author of How to Become a Rainmaker and How to Become CEO
"An essential guide for marketing in the 21st century." —Alan M. Meckler, chairman and CEO, Jupitermedia Corporation
"Ragas and Bueno teach us the real principles of creating a symbiotic loyalty between our customers and our brand. We need to make our customers partners." —Phil Leigh, vice president of digital media research, Raymond James & Associates
"A masterfully instructive book on what it really takes to build a powerful brand today. It should be required reading for students at the country's top business schools. I recommend it wholeheartedly to entrepreneurs, executives, visionaries, and managers, who should not just read it, but also live by it!" —Edward P. "Ned" Grace III, managing director, Grace Venture Partners