BRAND WORSHIP
TURN YOUR CUSTOMERS INTO A CULT FOLLOWING
Book Rapper RAP2 Your Cause
Monday, 8 June 2009

A Visual Presentation by
Geoff McDonald and Book Rapper
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Monday, 8 June 2009

Book Rapper tracks trends
digs up big ideas
presents them visually
creates actions for you to do
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The Book
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Brand Worship is derived from...
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Monday, 8 June 2009

By... Douglas Atkin
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The RAPs
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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.
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The Brand Worship RAPs...
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RAP1 : The Culting Edge
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RAPs 2-10 : The Brand Arrow
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Touching
That’s
this
one!
Meaning
Cause Build
Belonging
Believe Demonize
Committing
Leading
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RAP11: Your Brand Plan
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RAP2 Cause
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What’s your cause?
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What do you want to have happen?
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If you’re not out to..
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...cause anything...
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...then you might as well...
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...go back to bed.
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Your cause is the...
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SHARP END of your branding arrow.
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It’s at odds with...
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...the current world.
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It needs to be...
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...to attract a band of worshippers.
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SPIRIT
PURPOSE STAND
Three Elements of Your Cause
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PURPOSE : What’s Your Reason for Existence?
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SPIRIT : What’s Your Point of Difference?
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STAND : What’s Your Point of View?
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RAP2.1 Purpose
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What’s your
reason for
existence?
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The purpose of your business is not...
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...making money.
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We need money like we need to...
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...breathe,
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...but breathing is not the purpose of our lives.
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Your purpose hits a deeper nerve.
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What’s the problem you are solving?
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What’s the concern you’re addressing?
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What are you aspiring to?
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If you stopped
what you are doing
right now...
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would anyone notice?
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Would you be missed?
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A Clue...
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Human beings are social animals.
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How are you helping people live better lives?
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Mmm...
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...helping people live better lives?
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...better lives?
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Action: Define your purpose.
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What’s the real reason I’m/we’re in business?
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Why did I get out
of bed this morning?
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Really?
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Do you expect me to believe that?
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Why did I REALLY
get out of bed
this morning?
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RAP2.2 Spirit
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What’s your point of difference?
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Cars stopped being about transport long ago.
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Today we buy them for...
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comfort, safety, showing off and...
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...because we can.
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We live in a...
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Spiritual Economy
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Not some airy-fairy, dressed in purple world.
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The spiritual are...
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‘issues bigger than daily living’
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They’re not physical.
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They’re symbolic!
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They’re not rational.
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They’re emotional!
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The good news is...
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...demand for the spiritual is constant.
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We need meaning and belonging today.
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And, we’ll need them again tomorrow.
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Your point of difference doesn’t...
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...live in your product features and benefits.
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up.
Chunk
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It’s what your brand stands for.
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It’s what it represents.
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We consume and produce...
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beliefs,
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meaning,
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worldviews,
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aspirations,
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possibilities
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and...
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...dreams.
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Revlon started
selling dreams
in a jar
decades ago.
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Monday, 8 June 2009
Th
e Ch
u rc
h ha
sb
ee
ns
ell
in
g
sa
lv
at
io
n
fo
rc
en
tu
rie
s.

Barack Obama is selling us ‘hope’.
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Action: Define your point of difference in...
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spiritual,
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emotional and...
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...symbolic ways.
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RAP2.3 Stand
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What’s your point of view?
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Which eggs do you buy?
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Free range? Cage? Organic?
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None – I’m a Vegan?
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It’s an everyday loaded question.
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We buy with our points of view.
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Did ya get that?
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We buy with our points of view.
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Eggs are produced in multiple ways because...
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...not all eggs are created equal.
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Consumers don’t want it that way.
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And neither do you!
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Sameness is the death of brands.
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To create a cult-like following requires...
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SOME DEGREE OF EDGE
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or alienation.
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Your brand must stand for something.
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It must represent...
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...a distinct alternative to the status quo.
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The good news is...
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...not everyone will like you and your opinion.
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That’s the point of branding:
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The sharper your edge the better.
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Superman stood for...
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‘Truth, Justice and the American Way’.
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His stand was to help people in need.
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Action: What’s your stand and...
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...what are you going to do about it?
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Define your stand AND...
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...the actions that would follow.
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What sort of eggs are you providing?
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Want More?
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This has been an introduction to the Brand Worship RAP.
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The Brand Worship RAPs...
Monday, 8 June 2009

RAP1 : The Culting Edge
Monday, 8 June 2009

RAPs 2-10 : The Brand Arrow
Monday, 8 June 2009

Touching
That’s
this
one!
Meaning
Cause Build
Belonging
Believe Demonize
Committing
Leading
Monday, 8 June 2009

RAP11 : Your Brand Plan
Monday, 8 June 2009

BR Members can get the complete set of We Blog RAPs at...
www.BookRapper.com/members
Monday, 8 June 2009

Otherwise, to get the full Brand Worship RAP...
Monday, 8 June 2009

here’s a secret link...
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...as long as you don’t tell the members...
Monday, 8 June 2009

http://www.bookrapper.com/
brandworship/10_brand.html
Monday, 8 June 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 profit from
the ideas in this RAP.
Monday, 8 June 2009

Read the Book Rapper Blog...
www.BookRapper.com/blog.html
Monday, 8 June 2009

Look out for more slideshows at...
www.BookRapper.com
Monday, 8 June 2009