Book Rapper Brand Worship

BRAND WORSHIP TURN YOUR CUSTOMERS INTO A CULT FOLLOWING Book Rapper Tuesday, March 3, 2009

A Visual Presentation by Geoﬀ McDonald and Book Rapper Copyright Copy this the right way. You have permission to post this, email this, and print this for free to anyone you like, as long as you make no changes or edits to its contents or digital format. Pass it along and make many copies to contribute to an inclusive world. Tuesday, March 3, 2009

Book Rapper tracks trends digs up big ideas presents them visually creates actions for you to do Tuesday, March 3, 2009

The Book Tuesday, March 3, 2009

Brand Worship is derived from... Tuesday, March 3, 2009

Tuesday, March 3, 2009

By... Douglas Atkin Tuesday, March 3, 2009

BIG idea the Tuesday, March 3, 2009

We all crave... Tuesday, March 3, 2009

‘meaning’ and... Tuesday, March 3, 2009

...‘belonging’. Tuesday, March 3, 2009

Cult-like brands have become the new religion... Tuesday, March 3, 2009

...because... Tuesday, March 3, 2009

...they provide these... Tuesday, March 3, 2009

...two basic human needs. Tuesday, March 3, 2009

Speed RAP Tuesday, March 3, 2009

People queue overnight to be the rst... Tuesday, March 3, 2009

...into the new Apple temples. Tuesday, March 3, 2009

Cult-like brands inspire... Tuesday, March 3, 2009

extreme Tuesday, March 3, 2009

extreme religious-like Tuesday, March 3, 2009

extreme religious-like customer loyalty Tuesday, March 3, 2009

...and fanatical behaviour. Tuesday, March 3, 2009

Customers are no longer satis ed with mere product. Tuesday, March 3, 2009

They’re buying into an ideology with... Tuesday, March 3, 2009

...meaning, purpose and value; Tuesday, March 3, 2009

...an identity with personality; Tuesday, March 3, 2009

...and a community of like-minded, mutually interested souls. Tuesday, March 3, 2009

The two most important elements of... Tuesday, March 3, 2009

...a cult-like brand are... Tuesday, March 3, 2009

wait for it... Tuesday, March 3, 2009

the ideology and the... Tuesday, March 3, 2009

interaction between your customers. Tuesday, March 3, 2009

Your ideology provides... Tuesday, March 3, 2009

...vision, meaning and desire. Tuesday, March 3, 2009

The contact with you and fellow customers... Tuesday, March 3, 2009

builds... Tuesday, March 3, 2009

...a community. Tuesday, March 3, 2009

This provides... Tuesday, March 3, 2009

meaning in a chaotic world and... Tuesday, March 3, 2009

...a place of belonging. Tuesday, March 3, 2009

Your Challenge Tuesday, March 3, 2009

Start a cult today. Tuesday, March 3, 2009

Cult your brand and... Tuesday, March 3, 2009

...build a devoted following of loyal customers. Tuesday, March 3, 2009

Be different ... Tuesday, March 3, 2009

Be different ... and take a stand. Tuesday, March 3, 2009

Build a meaning engine and a... Tuesday, March 3, 2009

...community that lets your customers... Tuesday, March 3, 2009

be more of themselves. Tuesday, March 3, 2009

The RAPs Tuesday, March 3, 2009

Each RAP comprises... RESOURCES : anything you use to generate wealth. ACTIONS : an act of will, a deed completed. PROFITS : to gain an advantage or benefit. Tuesday, March 3, 2009

The Brand Worship RAPs... Tuesday, March 3, 2009

RAP1 : The Culting Edge Tuesday, March 3, 2009

RAPs 2-10 : The Brand Arrow Tuesday, March 3, 2009

Touching Meaning Build Cause Belonging Believe Demonize Committing Leading Tuesday, March 3, 2009

RAP11: Your Brand Plan Tuesday, March 3, 2009

The Culting Edge RAP1 Tuesday, March 3, 2009

Trekkies, Tuesday, March 3, 2009

football fans, Tuesday, March 3, 2009

Mac users, Tuesday, March 3, 2009

Harley riders, Tuesday, March 3, 2009

Landmark Forum graduates, Tuesday, March 3, 2009

eBay traders, Tuesday, March 3, 2009

and hybrid car owners... Tuesday, March 3, 2009

...often present cult-like devotion to their cause. Tuesday, March 3, 2009

Studying successful cults is a powerful... Tuesday, March 3, 2009

...source of insight for... Tuesday, March 3, 2009

ng ri ve ss co un mele . ... .. i t es he u t iq n ch te Tuesday, March 3, 2009

...to brand worship and... Tuesday, March 3, 2009

...extreme customer loyalty. Tuesday, March 3, 2009

Cause RAP2 Tuesday, March 3, 2009

What’s your cause? Tuesday, March 3, 2009

What do you want to have happen? Tuesday, March 3, 2009

If you’re not out to.. Tuesday, March 3, 2009

...cause anything... Tuesday, March 3, 2009

...then you might as well... Tuesday, March 3, 2009

...go back to bed. Tuesday, March 3, 2009

Your cause is the... Tuesday, March 3, 2009

SHARP END of your branding arrow. Tuesday, March 3, 2009

It’s at odds with... Tuesday, March 3, 2009

...the current world. Tuesday, March 3, 2009

It needs to be... Tuesday, March 3, 2009

...to attract a band of worshippers. Tuesday, March 3, 2009

SPIRIT PURPOSE STAND Three Elements of Your Cause Tuesday, March 3, 2009

PURPOSE : What’s Your Reason for Existence? Tuesday, March 3, 2009

SPIRIT : What’s Your Point of Diﬀerence? Tuesday, March 3, 2009

STAND : What’s Your Point of View? Tuesday, March 3, 2009

Believe RAP3 Tuesday, March 3, 2009

Belonging and believing are... Tuesday, March 3, 2009

...bedfellows. Tuesday, March 3, 2009

We need to belong to... Tuesday, March 3, 2009

survive Tuesday, March 3, 2009

And, we need to have similar beliefs to... Tuesday, March 3, 2009

...create a common world so we can... Tuesday, March 3, 2009

...survive together. Tuesday, March 3, 2009

Consumers are no longer buying... Tuesday, March 3, 2009

...mere products... Tuesday, March 3, 2009

...they’re buying into a belief system. Tuesday, March 3, 2009

And, this means they’re buying into... Tuesday, March 3, 2009

communities of like-minded people with... Tuesday, March 3, 2009

...similar worldviews. Tuesday, March 3, 2009

AGREEMENT DOCTRINE MANIFESTO Three Elements of Your Beliefs Tuesday, March 3, 2009

DOCTRINE : What do I believe? Tuesday, March 3, 2009

AGREEMENT : The Socialization of Belief Tuesday, March 3, 2009

MANIFESTO : What does my Charter say? Tuesday, March 3, 2009

Build RAP4 Tuesday, March 3, 2009

Your cause and your beliefs become valuable when you... Tuesday, March 3, 2009

...make them tangible. Tuesday, March 3, 2009

Create physical building blocks to... Tuesday, March 3, 2009

...enhance your group’s feelings of... Tuesday, March 3, 2009

solidarity Tuesday, March 3, 2009

Let them demonstrate that... Tuesday, March 3, 2009

‘we’re in this together’. Tuesday, March 3, 2009

These tangible elements are designed to create... Tuesday, March 3, 2009

...group identity Tuesday, March 3, 2009

...encourage advocacy and sharing, Tuesday, March 3, 2009

about your group... Tuesday, March 3, 2009

...by your group. Tuesday, March 3, 2009

ICONS RITUALS TOOLS WORDS Four Elements To Build Tuesday, March 3, 2009

RITUALS : What will I do regularly? Tuesday, March 3, 2009

LANGUAGE : What words do I use? Tuesday, March 3, 2009

ICONS : Which Symbols Remind Us of Your Cause? Tuesday, March 3, 2009

TOOLS : What equipment do I use? Tuesday, March 3, 2009

Demonize RAP5 Tuesday, March 3, 2009

Appealing to the masses is the opposite of... Tuesday, March 3, 2009

...how you get cult-like devotion. Tuesday, March 3, 2009

Stop trying to please everyone! Tuesday, March 3, 2009

Got it? Tuesday, March 3, 2009

Stop trying to please everyone! Tuesday, March 3, 2009

Your goal is to create a... Tuesday, March 3, 2009

...distinct group identity Tuesday, March 3, 2009

To achieve this you need to... Tuesday, March 3, 2009

...separate yourself from other groups. Tuesday, March 3, 2009

The most direct way to do this is to... Tuesday, March 3, 2009

... nd an enemy to defeat. Tuesday, March 3, 2009

Who or what is your biggest threat? Tuesday, March 3, 2009

This can be real or intangible. Tuesday, March 3, 2009

STATE TO BE NOT TO BE OF MIND PEOPLE US THEM ALLIES ENEMIES The Four Elements of Demonize Tuesday, March 3, 2009

+ Tuesday, March 3, 2009

EXCLUSIVITY : What is the price of entry? Tuesday, March 3, 2009

Touching RAP6 Tuesday, March 3, 2009

A big mistake to avoid is to... Tuesday, March 3, 2009

p/l ≠ B ...believe your product or logo is your brand. Tuesday, March 3, 2009

Your brand is... Tuesday, March 3, 2009

wait for it... Tuesday, March 3, 2009

Your brand is... Tuesday, March 3, 2009

...the feeling people get when they... Tuesday, March 3, 2009

talk about and... Tuesday, March 3, 2009

...interact with your business. Tuesday, March 3, 2009

It’s an emotional charge and to... Tuesday, March 3, 2009

...create brand worship you need to... Tuesday, March 3, 2009

design Tuesday, March 3, 2009

when Tuesday, March 3, 2009

where Tuesday, March 3, 2009

and Tuesday, March 3, 2009

w o h Tuesday, March 3, 2009

your ock Tuesday, March 3, 2009

come into contact with... Tuesday, March 3, 2009

...your brand. Tuesday, March 3, 2009

PEOPLE BELONGING INTERACTION Three Elements of Touching Tuesday, March 3, 2009

BELONGING : Let me be more of me Tuesday, March 3, 2009

PEOPLE : Invite the right people Tuesday, March 3, 2009

INTERACTION : Create points of contact Tuesday, March 3, 2009

Meaning RAP7 Tuesday, March 3, 2009

Products can easily be... Tuesday, March 3, 2009

...copied. Tuesday, March 3, 2009

Even service is turned into a... Tuesday, March 3, 2009

commodity, sold and imitated. Tuesday, March 3, 2009

Providing a way for consumers to create... Tuesday, March 3, 2009

meaning in their lives... Tuesday, March 3, 2009

...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate ...is more difficult to duplicate Tuesday, March 3, 2009

...and easier to charge a premium for. Tuesday, March 3, 2009

Cult brands give us the chance to... Tuesday, March 3, 2009

...act out our values Tuesday, March 3, 2009

...and beliefs. Tuesday, March 3, 2009

They’re complete meaning systems. Tuesday, March 3, 2009

They enable members to... Tuesday, March 3, 2009

...make sense of their world. Tuesday, March 3, 2009

It’s part of what your community is... Tuesday, March 3, 2009

...buying into. Tuesday, March 3, 2009

MEANING CREATION DISTINGUISH Three Elements of Meaning Tuesday, March 3, 2009

MEANING : Make sense of the world Tuesday, March 3, 2009

CREATION : Use myths and stories Tuesday, March 3, 2009

DISTINGUISH : Articulate or Build Tuesday, March 3, 2009

Belonging RAP8 Tuesday, March 3, 2009

Feeling secure within a group of people is... Tuesday, March 3, 2009

a key safety net for living. Tuesday, March 3, 2009

It allows individuals to... Tuesday, March 3, 2009

...to feel strong enough to... Tuesday, March 3, 2009

...expose their inner thoughts, Tuesday, March 3, 2009

feelings Tuesday, March 3, 2009

...and true self. Tuesday, March 3, 2009

Business celebrates being... Tuesday, March 3, 2009

‘customer focussed’ Tuesday, March 3, 2009

yet misses the chance to... Tuesday, March 3, 2009

ful l the basic human need of... Tuesday, March 3, 2009

...belonging to a group of like-minded people. Tuesday, March 3, 2009

CARE INDUCTION CONNECTION Three Elements of Belonging Tuesday, March 3, 2009

CARE : Look after each other Tuesday, March 3, 2009

CONNECTION : Create shared experiences Tuesday, March 3, 2009

INDUCTION : Design your welcome Tuesday, March 3, 2009

Committing RAP9 Tuesday, March 3, 2009

The act of committing comes with... Tuesday, March 3, 2009

...buying into the ideology. Tuesday, March 3, 2009

Yes, I believe that. Yes, I will act like that. Yes, I’ll be part of that. Tuesday, March 3, 2009

The key to commitment is... Tuesday, March 3, 2009

it... ...to increase Tuesday, March 3, 2009

steps size bite in Tuesday, March 3, 2009

You don’t get married... Tuesday, March 3, 2009

...on your rst date. Tuesday, March 3, 2009

increase the interactions to Tuesday, March 3, 2009

increase the relationships. Tuesday, March 3, 2009

And, break d o w n the barriers to... Tuesday, March 3, 2009

...committing. Tuesday, March 3, 2009

INVESTMENT GROWTH Two Elements of Committing Tuesday, March 3, 2009

GROWTH : Building the steps of commitment Tuesday, March 3, 2009

INVESTMENT : Trading & rewarding commitment Tuesday, March 3, 2009

Leading RAP10 Tuesday, March 3, 2009

Leading a community of people who... Tuesday, March 3, 2009

choose to follow you is... Tuesday, March 3, 2009

different ...very from leading a... Tuesday, March 3, 2009

band of employees or conscripted soldiers. Tuesday, March 3, 2009

Your tone of voice needs to... Tuesday, March 3, 2009

...re ect that you DON’T... ...T’NOD uoy taht tce er... Tuesday, March 3, 2009

...own your community Tuesday, March 3, 2009

and you’ll need to... Tuesday, March 3, 2009

...in uence the group in different ways. Tuesday, March 3, 2009

OWNERSHIP TENSION CONTROL Three Elements of Leading Tuesday, March 3, 2009

TENSION : Manage sameness and diﬀerence Tuesday, March 3, 2009

OWNERSHIP : Hang on or let go Tuesday, March 3, 2009

CONTROL : Command or nurture Tuesday, March 3, 2009

Your Brand Plan RAP11 Tuesday, March 3, 2009

Take action in each of the nine areas of the Brand Arrow Tuesday, March 3, 2009

Want More? Tuesday, March 3, 2009

This has been an introduction to the Brand Worship RAP. Tuesday, March 3, 2009

The Brand Worship RAPs... Tuesday, March 3, 2009

RAP1 : The Culting Edge Tuesday, March 3, 2009

RAPs 2-10 : The Brand Arrow Tuesday, March 3, 2009

RAP11 : Your Brand Plan Tuesday, March 3, 2009

BR Members can get the complete set of We Blog RAPs at... www.BookRapper.com/members Tuesday, March 3, 2009

Otherwise, to get the full Brand Worship RAP... Tuesday, March 3, 2009

+ Tuesday, March 3, 2009

2 ...twomore complimentary issues... Tuesday, March 3, 2009

...Register for our complimentary 3 three issue Trial... Tuesday, March 3, 2009

To get your 3 Issue Trial, including Brand Worship, register at... Tuesday, March 3, 2009

www.BookRapper.com/brandworship Tuesday, March 3, 2009

Email Me! Geoﬀ McDonald... Book Rapper Book Rapper provides Author. innovation + leadership workshops and keynote presentations based upon the hot trends in the books we RAP. We can help you pro t from the ideas in this RAP. Tuesday, March 3, 2009

More Book Rapper Resources... www.BookRapper.com/rappers.html Tuesday, March 3, 2009

Read the Book Rapper Blog... www.BookRapper.com/blog.html Tuesday, March 3, 2009

Look out for more slideshows at... www.BookRapper.com Tuesday, March 3, 2009

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Book Rapper Brand Worship

by Geoff McDonald on Feb 21, 2009

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