BRAND WORSHIP
 TURN YOUR CUSTOMERS INTO A CULT FOLLOWING




Book Rapper         RAP1   The Culting Edge
A Visual Presentation by
Geoff McDonald and Book Rapper
Copyright
Copy this the right way.
You have permission to post this...
Book Rapper tracks trends
                digs up big ideas
                presents them visually
                creates...
The Book
Brand Worship is derived from...
By...   Douglas Atkin
The RAPs
Each RAP comprises...
         RESOURCES : anything you use to generate wealth.
         ACTIONS : an act of will, a deed ...
The Brand Worship RAPs...
That’s
                 this
                one!

RAP1 : The Culting Edge
RAPs 2-10 : The Brand Arrow
Touching


                              Meaning
Cause      Build

                                     Belonging

Believe...
RAP11: Your Brand Plan
RAP1   The Culting Edge
Trekkies,
football fans,
Mac users,
Harley riders,
Landmark Forum graduates,
eBay traders,
and hybrid car owners...
...often present cult-like devotion to their cause.
Studying successful cults is a powerful...
...source of insight for...
ri ng
       co  ve ss
... un mele .
          t i        es..
     the        iq u
          ch  n
       te
...to brand worship and...
...extreme customer loyalty.
RAP1.1   The Cult Paradox
Contrary to popular belief...
people join cults not to conform but to...
...be more of themselves.
This is the cult paradox.
An individual’s journey begins by...
...feeling alienated or...
different from the world around them.
They begin searching for alternatives,
a place to fit.
You’ll know you’ve found it when you:
Feel safe and secure and...
Notice that feeling of difference
  from the outside world is...
...valued and honoured.
Finally, within this group you will be able to...
achieve things you couldn’t elsewhere.
As an individual you’ll...
grow within the group of like-minded others.
Think of the great teams...
you’ve played in during your career...
...or watched achieve sporting success.
Everyone walks TALLER!
RAP1.2   More of Me
I want to
belong so I can
  become...
“...more of me.”
The cult paradox is...
...probably why ‘belonging’ is such an...
estimated part of marketing.
...under
Business celebrates being
‘customer focussed’ yet...
...misses the chance to...
...fulfil the basic human need of...
...belonging to a group of like-minded people.
And, they miss an opportunity for...
...more sales and...
...greater customer loyalty.
If brands are the...
new religion...
...it’s time for business to unite...
product and purchaser into...
...a community of users.
It’s also time to...
direct attention to...
satisfying the universal needs of...
belonging, meaning & identity.
RAP1.3   Brand Devotees
The popular image of brand devotees is...
...they are flawed.
They’re typically viewed as...
...weak and shallow.
Yet, they’re just like...
...you and me.
In fact,
...they are you and me!
Action : Which brands do you worship?
Whilst your immediate reaction might be...
‘not me’,
ask yourself…
Which gadgets make me feel cool?
If my car was a person, who would I be?
Which clothing, handbag or shoe brands
       do I most like to strut in?
What’s my
‘don’t answer the phone my show’s on’
        favourite TV program?
When did I last get dressed up to
     cheer for my team?
Wasn’t it great to part of the mob?
What could I not live without?
Ok
Ok
Ok
I admit it...
I’m a brand worshipper too!
RAP1.4   The Brand Arrow
Brands live in the...
...minds of the
   consumer.
Therefore...
it’s a two way street.
Just like Web 2.0!
Fancy that...
Sometimes you need to drive your brand,
building it, creating it, designing it and...
...telling it like it is.
And, sometimes you need to...
sit back and...
let your customers drive it,
shape it, talk about it, share it and...
tell you what’s going on.
Touching


                               Meaning
Cause       Build

                                      Belonging

Beli...
...a bunch of separate elements.
It’s a co-ordinated set of components
             designed to...
...lead your brand in a consistent direction.
Action : Apply the Brand Arrow to your organization.
Go through the 9-step RAPs



           to create your cult-like brand.
Want More?
This has been an introduction to the Brand Worship RAP.
The Brand Worship RAPs...
That’s
                 this
                one!

RAP1 : The Culting Edge
RAPs 2-10 : The Brand Arrow
Touching


                              Meaning
Cause      Build

                                     Belonging

Believe...
RAP11 : Your Brand Plan
BR Members can get the complete set of We Blog RAPs at...
 www.BookRapper.com/members
Otherwise, to get the full Brand Worship RAP...
+
2
...twomore complimentary issues...
...Register for our complimentary

         3
         three issue Trial...
To get your 3 Issue Trial, including Brand Worship, register at...
www.BookRapper.com/brandworship
Email Me!
                           Geoff McDonald...
                             Book Rapper
 Book Rapper provides      ...
More Book Rapper Resources...
www.BookRapper.com/rappers.html
Read the Book Rapper Blog...
www.BookRapper.com/blog.html
Look out for more slideshows at...
www.BookRapper.com
Brand Worship 1 The Culting Edge
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Brand Worship 1 The Culting Edge

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Be more successful with your branding by learning from cults and how to build a community.

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  • 'People join Cults not to conform, but to become more of themselves'... Brilliant!! What a simple but powerful insight. - Mohit Rao, Mind Reader, www.mohitrao.com
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Brand Worship 1 The Culting Edge

  1. 1. BRAND WORSHIP TURN YOUR CUSTOMERS INTO A CULT FOLLOWING Book Rapper RAP1 The Culting Edge
  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.
  3. 3. Book Rapper tracks trends digs up big ideas presents them visually creates actions for you to do
  4. 4. The Book
  5. 5. Brand Worship is derived from...
  6. 6. By... Douglas Atkin
  7. 7. The RAPs
  8. 8. 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.
  9. 9. The Brand Worship RAPs...
  10. 10. That’s this one! RAP1 : The Culting Edge
  11. 11. RAPs 2-10 : The Brand Arrow
  12. 12. Touching Meaning Cause Build Belonging Believe Demonize Committing Leading
  13. 13. RAP11: Your Brand Plan
  14. 14. RAP1 The Culting Edge
  15. 15. Trekkies,
  16. 16. football fans,
  17. 17. Mac users,
  18. 18. Harley riders,
  19. 19. Landmark Forum graduates,
  20. 20. eBay traders,
  21. 21. and hybrid car owners...
  22. 22. ...often present cult-like devotion to their cause.
  23. 23. Studying successful cults is a powerful...
  24. 24. ...source of insight for...
  25. 25. ri ng co ve ss ... un mele . t i es.. the iq u ch n te
  26. 26. ...to brand worship and...
  27. 27. ...extreme customer loyalty.
  28. 28. RAP1.1 The Cult Paradox
  29. 29. Contrary to popular belief...
  30. 30. people join cults not to conform but to...
  31. 31. ...be more of themselves.
  32. 32. This is the cult paradox.
  33. 33. An individual’s journey begins by...
  34. 34. ...feeling alienated or...
  35. 35. different from the world around them.
  36. 36. They begin searching for alternatives,
  37. 37. a place to fit.
  38. 38. You’ll know you’ve found it when you:
  39. 39. Feel safe and secure and...
  40. 40. Notice that feeling of difference from the outside world is...
  41. 41. ...valued and honoured.
  42. 42. Finally, within this group you will be able to...
  43. 43. achieve things you couldn’t elsewhere.
  44. 44. As an individual you’ll...
  45. 45. grow within the group of like-minded others.
  46. 46. Think of the great teams...
  47. 47. you’ve played in during your career...
  48. 48. ...or watched achieve sporting success.
  49. 49. Everyone walks TALLER!
  50. 50. RAP1.2 More of Me
  51. 51. I want to belong so I can become...
  52. 52. “...more of me.”
  53. 53. The cult paradox is...
  54. 54. ...probably why ‘belonging’ is such an...
  55. 55. estimated part of marketing. ...under
  56. 56. Business celebrates being ‘customer focussed’ yet...
  57. 57. ...misses the chance to...
  58. 58. ...fulfil the basic human need of...
  59. 59. ...belonging to a group of like-minded people.
  60. 60. And, they miss an opportunity for...
  61. 61. ...more sales and...
  62. 62. ...greater customer loyalty.
  63. 63. If brands are the...
  64. 64. new religion...
  65. 65. ...it’s time for business to unite...
  66. 66. product and purchaser into...
  67. 67. ...a community of users.
  68. 68. It’s also time to...
  69. 69. direct attention to...
  70. 70. satisfying the universal needs of...
  71. 71. belonging, meaning & identity.
  72. 72. RAP1.3 Brand Devotees
  73. 73. The popular image of brand devotees is...
  74. 74. ...they are flawed.
  75. 75. They’re typically viewed as...
  76. 76. ...weak and shallow.
  77. 77. Yet, they’re just like...
  78. 78. ...you and me.
  79. 79. In fact,
  80. 80. ...they are you and me!
  81. 81. Action : Which brands do you worship?
  82. 82. Whilst your immediate reaction might be...
  83. 83. ‘not me’,
  84. 84. ask yourself…
  85. 85. Which gadgets make me feel cool?
  86. 86. If my car was a person, who would I be?
  87. 87. Which clothing, handbag or shoe brands do I most like to strut in?
  88. 88. What’s my ‘don’t answer the phone my show’s on’ favourite TV program?
  89. 89. When did I last get dressed up to cheer for my team?
  90. 90. Wasn’t it great to part of the mob?
  91. 91. What could I not live without?
  92. 92. Ok
  93. 93. Ok
  94. 94. Ok
  95. 95. I admit it...
  96. 96. I’m a brand worshipper too!
  97. 97. RAP1.4 The Brand Arrow
  98. 98. Brands live in the...
  99. 99. ...minds of the consumer.
  100. 100. Therefore...
  101. 101. it’s a two way street.
  102. 102. Just like Web 2.0!
  103. 103. Fancy that...
  104. 104. Sometimes you need to drive your brand,
  105. 105. building it, creating it, designing it and...
  106. 106. ...telling it like it is.
  107. 107. And, sometimes you need to...
  108. 108. sit back and...
  109. 109. let your customers drive it,
  110. 110. shape it, talk about it, share it and...
  111. 111. tell you what’s going on.
  112. 112. Touching Meaning Cause Build Belonging Believe Demonize Committing Leading The Brand Arrow is not...
  113. 113. ...a bunch of separate elements.
  114. 114. It’s a co-ordinated set of components designed to...
  115. 115. ...lead your brand in a consistent direction.
  116. 116. Action : Apply the Brand Arrow to your organization.
  117. 117. Go through the 9-step RAPs to create your cult-like brand.
  118. 118. Want More?
  119. 119. This has been an introduction to the Brand Worship RAP.
  120. 120. The Brand Worship RAPs...
  121. 121. That’s this one! RAP1 : The Culting Edge
  122. 122. RAPs 2-10 : The Brand Arrow
  123. 123. Touching Meaning Cause Build Belonging Believe Demonize Committing Leading
  124. 124. RAP11 : Your Brand Plan
  125. 125. BR Members can get the complete set of We Blog RAPs at... www.BookRapper.com/members
  126. 126. Otherwise, to get the full Brand Worship RAP...
  127. 127. +
  128. 128. 2 ...twomore complimentary issues...
  129. 129. ...Register for our complimentary 3 three issue Trial...
  130. 130. To get your 3 Issue Trial, including Brand Worship, register at...
  131. 131. www.BookRapper.com/brandworship
  132. 132. 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 profit from the ideas in this RAP.
  133. 133. More Book Rapper Resources... www.BookRapper.com/rappers.html
  134. 134. Read the Book Rapper Blog... www.BookRapper.com/blog.html
  135. 135. Look out for more slideshows at... www.BookRapper.com
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