Book Rapper Brand Worship

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Brand Worship is an action plan for turning your customers into a cult following. Derived from Douglas Atkin's The Culting of Brands it shows the keys to gain extreme customer loyalty.

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  • Book Rapper Brand Worship

    1. 1. BRAND WORSHIP TURN YOUR CUSTOMERS INTO A CULT FOLLOWING Book Rapper Tuesday, March 3, 2009
    2. 2. 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
    3. 3. Book Rapper tracks trends digs up big ideas presents them visually creates actions for you to do Tuesday, March 3, 2009
    4. 4. The Book Tuesday, March 3, 2009
    5. 5. Brand Worship is derived from... Tuesday, March 3, 2009
    6. 6. Tuesday, March 3, 2009
    7. 7. By... Douglas Atkin Tuesday, March 3, 2009
    8. 8. BIG idea the Tuesday, March 3, 2009
    9. 9. We all crave... Tuesday, March 3, 2009
    10. 10. ‘meaning’ and... Tuesday, March 3, 2009
    11. 11. ...‘belonging’. Tuesday, March 3, 2009
    12. 12. Cult-like brands have become the new religion... Tuesday, March 3, 2009
    13. 13. ...because... Tuesday, March 3, 2009
    14. 14. ...they provide these... Tuesday, March 3, 2009
    15. 15. ...two basic human needs. Tuesday, March 3, 2009
    16. 16. Speed RAP Tuesday, March 3, 2009
    17. 17. People queue overnight to be the rst... Tuesday, March 3, 2009
    18. 18. ...into the new Apple temples. Tuesday, March 3, 2009
    19. 19. Cult-like brands inspire... Tuesday, March 3, 2009
    20. 20. extreme Tuesday, March 3, 2009
    21. 21. extreme religious-like Tuesday, March 3, 2009
    22. 22. extreme religious-like customer loyalty Tuesday, March 3, 2009
    23. 23. ...and fanatical behaviour. Tuesday, March 3, 2009
    24. 24. Customers are no longer satis ed with mere product. Tuesday, March 3, 2009
    25. 25. They’re buying into an ideology with... Tuesday, March 3, 2009
    26. 26. ...meaning, purpose and value; Tuesday, March 3, 2009
    27. 27. ...an identity with personality; Tuesday, March 3, 2009
    28. 28. ...and a community of like-minded, mutually interested souls. Tuesday, March 3, 2009
    29. 29. The two most important elements of... Tuesday, March 3, 2009
    30. 30. ...a cult-like brand are... Tuesday, March 3, 2009
    31. 31. wait for it... Tuesday, March 3, 2009
    32. 32. the ideology and the... Tuesday, March 3, 2009
    33. 33. interaction between your customers. Tuesday, March 3, 2009
    34. 34. Your ideology provides... Tuesday, March 3, 2009
    35. 35. ...vision, meaning and desire. Tuesday, March 3, 2009
    36. 36. The contact with you and fellow customers... Tuesday, March 3, 2009
    37. 37. builds... Tuesday, March 3, 2009
    38. 38. ...a community. Tuesday, March 3, 2009
    39. 39. This provides... Tuesday, March 3, 2009
    40. 40. meaning in a chaotic world and... Tuesday, March 3, 2009
    41. 41. ...a place of belonging. Tuesday, March 3, 2009
    42. 42. Your Challenge Tuesday, March 3, 2009
    43. 43. Start a cult today. Tuesday, March 3, 2009
    44. 44. Cult your brand and... Tuesday, March 3, 2009
    45. 45. ...build a devoted following of loyal customers. Tuesday, March 3, 2009
    46. 46. Be different ... Tuesday, March 3, 2009
    47. 47. Be different ... and take a stand. Tuesday, March 3, 2009
    48. 48. Build a meaning engine and a... Tuesday, March 3, 2009
    49. 49. ...community that lets your customers... Tuesday, March 3, 2009
    50. 50. be more of themselves. Tuesday, March 3, 2009
    51. 51. The RAPs Tuesday, March 3, 2009
    52. 52. 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
    53. 53. The Brand Worship RAPs... Tuesday, March 3, 2009
    54. 54. RAP1 : The Culting Edge Tuesday, March 3, 2009
    55. 55. RAPs 2-10 : The Brand Arrow Tuesday, March 3, 2009
    56. 56. Touching Meaning Build Cause Belonging Believe Demonize Committing Leading Tuesday, March 3, 2009
    57. 57. RAP11: Your Brand Plan Tuesday, March 3, 2009
    58. 58. The Culting Edge RAP1 Tuesday, March 3, 2009
    59. 59. Trekkies, Tuesday, March 3, 2009
    60. 60. football fans, Tuesday, March 3, 2009
    61. 61. Mac users, Tuesday, March 3, 2009
    62. 62. Harley riders, Tuesday, March 3, 2009
    63. 63. Landmark Forum graduates, Tuesday, March 3, 2009
    64. 64. eBay traders, Tuesday, March 3, 2009
    65. 65. and hybrid car owners... Tuesday, March 3, 2009
    66. 66. ...often present cult-like devotion to their cause. Tuesday, March 3, 2009
    67. 67. Studying successful cults is a powerful... Tuesday, March 3, 2009
    68. 68. ...source of insight for... Tuesday, March 3, 2009
    69. 69. ng ri ve ss co un mele . ... .. i t es he u t iq n ch te Tuesday, March 3, 2009
    70. 70. ...to brand worship and... Tuesday, March 3, 2009
    71. 71. ...extreme customer loyalty. Tuesday, March 3, 2009
    72. 72. Cause RAP2 Tuesday, March 3, 2009
    73. 73. What’s your cause? Tuesday, March 3, 2009
    74. 74. What do you want to have happen? Tuesday, March 3, 2009
    75. 75. If you’re not out to.. Tuesday, March 3, 2009
    76. 76. ...cause anything... Tuesday, March 3, 2009
    77. 77. ...then you might as well... Tuesday, March 3, 2009
    78. 78. ...go back to bed. Tuesday, March 3, 2009
    79. 79. Your cause is the... Tuesday, March 3, 2009
    80. 80. SHARP END of your branding arrow. Tuesday, March 3, 2009
    81. 81. It’s at odds with... Tuesday, March 3, 2009
    82. 82. ...the current world. Tuesday, March 3, 2009
    83. 83. It needs to be... Tuesday, March 3, 2009
    84. 84. ...to attract a band of worshippers. Tuesday, March 3, 2009
    85. 85. SPIRIT PURPOSE STAND Three Elements of Your Cause Tuesday, March 3, 2009
    86. 86. PURPOSE : What’s Your Reason for Existence? Tuesday, March 3, 2009
    87. 87. SPIRIT : What’s Your Point of Difference? Tuesday, March 3, 2009
    88. 88. STAND : What’s Your Point of View? Tuesday, March 3, 2009
    89. 89. Believe RAP3 Tuesday, March 3, 2009
    90. 90. Belonging and believing are... Tuesday, March 3, 2009
    91. 91. ...bedfellows. Tuesday, March 3, 2009
    92. 92. We need to belong to... Tuesday, March 3, 2009
    93. 93. survive Tuesday, March 3, 2009
    94. 94. And, we need to have similar beliefs to... Tuesday, March 3, 2009
    95. 95. ...create a common world so we can... Tuesday, March 3, 2009
    96. 96. ...survive together. Tuesday, March 3, 2009
    97. 97. Consumers are no longer buying... Tuesday, March 3, 2009
    98. 98. ...mere products... Tuesday, March 3, 2009
    99. 99. ...they’re buying into a belief system. Tuesday, March 3, 2009
    100. 100. And, this means they’re buying into... Tuesday, March 3, 2009
    101. 101. communities of like-minded people with... Tuesday, March 3, 2009
    102. 102. ...similar worldviews. Tuesday, March 3, 2009
    103. 103. AGREEMENT DOCTRINE MANIFESTO Three Elements of Your Beliefs Tuesday, March 3, 2009
    104. 104. DOCTRINE : What do I believe? Tuesday, March 3, 2009
    105. 105. AGREEMENT : The Socialization of Belief Tuesday, March 3, 2009
    106. 106. MANIFESTO : What does my Charter say? Tuesday, March 3, 2009
    107. 107. Build RAP4 Tuesday, March 3, 2009
    108. 108. Your cause and your beliefs become valuable when you... Tuesday, March 3, 2009
    109. 109. ...make them tangible. Tuesday, March 3, 2009
    110. 110. Create physical building blocks to... Tuesday, March 3, 2009
    111. 111. ...enhance your group’s feelings of... Tuesday, March 3, 2009
    112. 112. solidarity Tuesday, March 3, 2009
    113. 113. Let them demonstrate that... Tuesday, March 3, 2009
    114. 114. ‘we’re in this together’. Tuesday, March 3, 2009
    115. 115. These tangible elements are designed to create... Tuesday, March 3, 2009
    116. 116. ...group identity Tuesday, March 3, 2009
    117. 117. ...encourage advocacy and sharing, Tuesday, March 3, 2009
    118. 118. about your group... Tuesday, March 3, 2009
    119. 119. ...by your group. Tuesday, March 3, 2009
    120. 120. ICONS RITUALS TOOLS WORDS Four Elements To Build Tuesday, March 3, 2009
    121. 121. RITUALS : What will I do regularly? Tuesday, March 3, 2009
    122. 122. LANGUAGE : What words do I use? Tuesday, March 3, 2009
    123. 123. ICONS : Which Symbols Remind Us of Your Cause? Tuesday, March 3, 2009
    124. 124. TOOLS : What equipment do I use? Tuesday, March 3, 2009
    125. 125. Demonize RAP5 Tuesday, March 3, 2009
    126. 126. Appealing to the masses is the opposite of... Tuesday, March 3, 2009
    127. 127. ...how you get cult-like devotion. Tuesday, March 3, 2009
    128. 128. Stop trying to please everyone! Tuesday, March 3, 2009
    129. 129. Got it? Tuesday, March 3, 2009
    130. 130. Stop trying to please everyone! Tuesday, March 3, 2009
    131. 131. Stop trying to please everyone! Tuesday, March 3, 2009
    132. 132. Stop trying to please everyone! Tuesday, March 3, 2009
    133. 133. Stop trying to please everyone! Tuesday, March 3, 2009
    134. 134. Stop trying to please everyone! Tuesday, March 3, 2009
    135. 135. Your goal is to create a... Tuesday, March 3, 2009
    136. 136. ...distinct group identity Tuesday, March 3, 2009
    137. 137. To achieve this you need to... Tuesday, March 3, 2009
    138. 138. ...separate yourself from other groups. Tuesday, March 3, 2009
    139. 139. The most direct way to do this is to... Tuesday, March 3, 2009
    140. 140. ... nd an enemy to defeat. Tuesday, March 3, 2009
    141. 141. Who or what is your biggest threat? Tuesday, March 3, 2009
    142. 142. This can be real or intangible. Tuesday, March 3, 2009
    143. 143. STATE TO BE NOT TO BE OF MIND PEOPLE US THEM ALLIES ENEMIES The Four Elements of Demonize Tuesday, March 3, 2009
    144. 144. + Tuesday, March 3, 2009
    145. 145. EXCLUSIVITY : What is the price of entry? Tuesday, March 3, 2009
    146. 146. Touching RAP6 Tuesday, March 3, 2009
    147. 147. A big mistake to avoid is to... Tuesday, March 3, 2009
    148. 148. p/l ≠ B ...believe your product or logo is your brand. Tuesday, March 3, 2009
    149. 149. Your brand is... Tuesday, March 3, 2009
    150. 150. wait for it... Tuesday, March 3, 2009
    151. 151. Your brand is... Tuesday, March 3, 2009
    152. 152. ...the feeling people get when they... Tuesday, March 3, 2009
    153. 153. talk about and... Tuesday, March 3, 2009
    154. 154. ...interact with your business. Tuesday, March 3, 2009
    155. 155. It’s an emotional charge and to... Tuesday, March 3, 2009
    156. 156. ...create brand worship you need to... Tuesday, March 3, 2009
    157. 157. design Tuesday, March 3, 2009
    158. 158. when Tuesday, March 3, 2009
    159. 159. where Tuesday, March 3, 2009
    160. 160. and Tuesday, March 3, 2009
    161. 161. w o h Tuesday, March 3, 2009
    162. 162. your ock Tuesday, March 3, 2009
    163. 163. come into contact with... Tuesday, March 3, 2009
    164. 164. ...your brand. Tuesday, March 3, 2009
    165. 165. PEOPLE BELONGING INTERACTION Three Elements of Touching Tuesday, March 3, 2009
    166. 166. BELONGING : Let me be more of me Tuesday, March 3, 2009
    167. 167. PEOPLE : Invite the right people Tuesday, March 3, 2009
    168. 168. INTERACTION : Create points of contact Tuesday, March 3, 2009
    169. 169. Meaning RAP7 Tuesday, March 3, 2009
    170. 170. Products can easily be... Tuesday, March 3, 2009
    171. 171. ...copied. Tuesday, March 3, 2009
    172. 172. Even service is turned into a... Tuesday, March 3, 2009
    173. 173. commodity, sold and imitated. Tuesday, March 3, 2009
    174. 174. Providing a way for consumers to create... Tuesday, March 3, 2009
    175. 175. meaning in their lives... Tuesday, March 3, 2009
    176. 176. ...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
    177. 177. ...and easier to charge a premium for. Tuesday, March 3, 2009
    178. 178. Cult brands give us the chance to... Tuesday, March 3, 2009
    179. 179. ...act out our values Tuesday, March 3, 2009
    180. 180. ...and beliefs. Tuesday, March 3, 2009
    181. 181. They’re complete meaning systems. Tuesday, March 3, 2009
    182. 182. They enable members to... Tuesday, March 3, 2009
    183. 183. ...make sense of their world. Tuesday, March 3, 2009
    184. 184. It’s part of what your community is... Tuesday, March 3, 2009
    185. 185. ...buying into. Tuesday, March 3, 2009
    186. 186. MEANING CREATION DISTINGUISH Three Elements of Meaning Tuesday, March 3, 2009
    187. 187. MEANING : Make sense of the world Tuesday, March 3, 2009
    188. 188. CREATION : Use myths and stories Tuesday, March 3, 2009
    189. 189. DISTINGUISH : Articulate or Build Tuesday, March 3, 2009
    190. 190. Belonging RAP8 Tuesday, March 3, 2009
    191. 191. Feeling secure within a group of people is... Tuesday, March 3, 2009
    192. 192. a key safety net for living. Tuesday, March 3, 2009
    193. 193. It allows individuals to... Tuesday, March 3, 2009
    194. 194. ...to feel strong enough to... Tuesday, March 3, 2009
    195. 195. ...expose their inner thoughts, Tuesday, March 3, 2009
    196. 196. feelings Tuesday, March 3, 2009
    197. 197. ...and true self. Tuesday, March 3, 2009
    198. 198. Business celebrates being... Tuesday, March 3, 2009
    199. 199. ‘customer focussed’ Tuesday, March 3, 2009
    200. 200. yet misses the chance to... Tuesday, March 3, 2009
    201. 201. ful l the basic human need of... Tuesday, March 3, 2009
    202. 202. ...belonging to a group of like-minded people. Tuesday, March 3, 2009
    203. 203. CARE INDUCTION CONNECTION Three Elements of Belonging Tuesday, March 3, 2009
    204. 204. CARE : Look after each other Tuesday, March 3, 2009
    205. 205. CONNECTION : Create shared experiences Tuesday, March 3, 2009
    206. 206. INDUCTION : Design your welcome Tuesday, March 3, 2009
    207. 207. Committing RAP9 Tuesday, March 3, 2009
    208. 208. The act of committing comes with... Tuesday, March 3, 2009
    209. 209. ...buying into the ideology. Tuesday, March 3, 2009
    210. 210. Yes, I believe that. Yes, I will act like that. Yes, I’ll be part of that. Tuesday, March 3, 2009
    211. 211. Yes, I believe that. Yes, I will act like that. Yes, I’ll be part of that. Tuesday, March 3, 2009
    212. 212. Yes, I believe that. Yes, I will act like that. Yes, I’ll be part of that. Tuesday, March 3, 2009
    213. 213. The key to commitment is... Tuesday, March 3, 2009
    214. 214. it... ...to increase Tuesday, March 3, 2009
    215. 215. steps size bite in Tuesday, March 3, 2009
    216. 216. You don’t get married... Tuesday, March 3, 2009
    217. 217. ...on your rst date. Tuesday, March 3, 2009
    218. 218. increase the interactions to Tuesday, March 3, 2009
    219. 219. increase the relationships. Tuesday, March 3, 2009
    220. 220. And, break d o w n the barriers to... Tuesday, March 3, 2009
    221. 221. ...committing. Tuesday, March 3, 2009
    222. 222. INVESTMENT GROWTH Two Elements of Committing Tuesday, March 3, 2009
    223. 223. GROWTH : Building the steps of commitment Tuesday, March 3, 2009
    224. 224. INVESTMENT : Trading & rewarding commitment Tuesday, March 3, 2009
    225. 225. Leading RAP10 Tuesday, March 3, 2009
    226. 226. Leading a community of people who... Tuesday, March 3, 2009
    227. 227. choose to follow you is... Tuesday, March 3, 2009
    228. 228. different ...very from leading a... Tuesday, March 3, 2009
    229. 229. band of employees or conscripted soldiers. Tuesday, March 3, 2009
    230. 230. Your tone of voice needs to... Tuesday, March 3, 2009
    231. 231. ...re ect that you DON’T... ...T’NOD uoy taht tce er... Tuesday, March 3, 2009
    232. 232. ...own your community Tuesday, March 3, 2009
    233. 233. and you’ll need to... Tuesday, March 3, 2009
    234. 234. ...in uence the group in different ways. Tuesday, March 3, 2009
    235. 235. OWNERSHIP TENSION CONTROL Three Elements of Leading Tuesday, March 3, 2009
    236. 236. TENSION : Manage sameness and difference Tuesday, March 3, 2009
    237. 237. OWNERSHIP : Hang on or let go Tuesday, March 3, 2009
    238. 238. CONTROL : Command or nurture Tuesday, March 3, 2009
    239. 239. Your Brand Plan RAP11 Tuesday, March 3, 2009
    240. 240. Take action in each of the nine areas of the Brand Arrow Tuesday, March 3, 2009
    241. 241. Touching Meaning Build Cause Belonging Believe Demonize Committing Leading Tuesday, March 3, 2009
    242. 242. Want More? Tuesday, March 3, 2009
    243. 243. This has been an introduction to the Brand Worship RAP. Tuesday, March 3, 2009
    244. 244. The Brand Worship RAPs... Tuesday, March 3, 2009
    245. 245. RAP1 : The Culting Edge Tuesday, March 3, 2009
    246. 246. RAPs 2-10 : The Brand Arrow Tuesday, March 3, 2009
    247. 247. Touching Meaning Build Cause Belonging Believe Demonize Committing Leading Tuesday, March 3, 2009
    248. 248. RAP11 : Your Brand Plan Tuesday, March 3, 2009
    249. 249. BR Members can get the complete set of We Blog RAPs at... www.BookRapper.com/members Tuesday, March 3, 2009
    250. 250. Otherwise, to get the full Brand Worship RAP... Tuesday, March 3, 2009
    251. 251. + Tuesday, March 3, 2009
    252. 252. 2 ...twomore complimentary issues... Tuesday, March 3, 2009
    253. 253. ...Register for our complimentary 3 three issue Trial... Tuesday, March 3, 2009
    254. 254. To get your 3 Issue Trial, including Brand Worship, register at... Tuesday, March 3, 2009
    255. 255. www.BookRapper.com/brandworship Tuesday, March 3, 2009
    256. 256. 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
    257. 257. More Book Rapper Resources... www.BookRapper.com/rappers.html Tuesday, March 3, 2009
    258. 258. Read the Book Rapper Blog... www.BookRapper.com/blog.html Tuesday, March 3, 2009
    259. 259. Look out for more slideshows at... www.BookRapper.com Tuesday, March 3, 2009

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