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BRAND WORSHIP
           TURN YOUR CUSTOMERS INTO A CULT FOLLOWING




                      Book Rapper   RAP2   Your Cau...
A Visual Presentation by
   Geoff McDonald and Book Rapper
   Copyright
   Copy this the right way.
   You have permission ...
Book Rapper tracks trends
                            digs up big ideas
                            presents them visually...
The Book




Monday, 8 June 2009
Brand Worship is derived from...




Monday, 8 June 2009
Monday, 8 June 2009
By...   Douglas Atkin




Monday, 8 June 2009
The RAPs




Monday, 8 June 2009
Each RAP comprises...
                        RESOURCES : anything you use to generate wealth.
                        ACT...
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!
                                               ...
RAP11: Your Brand Plan




Monday, 8 June 2009
RAP2   Cause




Monday, 8 June 2009
What’s your cause?


Monday, 8 June 2009
What do you want to have happen?




Monday, 8 June 2009
If you’re not out to..




Monday, 8 June 2009
...cause anything...


Monday, 8 June 2009
...then you might as well...




Monday, 8 June 2009
...go back to bed.


Monday, 8 June 2009
Your cause is the...




Monday, 8 June 2009
SHARP END of your branding arrow.




Monday, 8 June 2009
It’s at odds with...




Monday, 8 June 2009
...the current world.


Monday, 8 June 2009
It needs to be...


Monday, 8 June 2009
...to attract a band of worshippers.

Monday, 8 June 2009
SPIRIT




                          PURPOSE            STAND


                      Three Elements of Your Cause

Monday...
PURPOSE : What’s Your Reason for Existence?




Monday, 8 June 2009
SPIRIT : What’s Your Point of Difference?




Monday, 8 June 2009
STAND : What’s Your Point of View?




Monday, 8 June 2009
RAP2.1   Purpose




Monday, 8 June 2009
What’s your
                      reason for
                      existence?




Monday, 8 June 2009
The purpose of your business is not...




Monday, 8 June 2009
...making money.


Monday, 8 June 2009
We need money like we need to...




Monday, 8 June 2009
...breathe,


Monday, 8 June 2009
...but breathing is not the purpose of our lives.




Monday, 8 June 2009
Your purpose hits a   deeper nerve.




Monday, 8 June 2009
What’s the problem you are solving?


Monday, 8 June 2009
What’s the concern you’re addressing?



Monday, 8 June 2009
What are you aspiring to?
Monday, 8 June 2009
If you stopped
                      what you are doing
                         right now...




Monday, 8 June 2009
would anyone notice?




Monday, 8 June 2009
Would you be missed?




Monday, 8 June 2009
A Clue...




Monday, 8 June 2009
Human beings are social animals.




Monday, 8 June 2009
How are you helping people live better lives?




Monday, 8 June 2009
Mmm...

Monday, 8 June 2009
...helping people live better lives?




Monday, 8 June 2009
...better lives?


Monday, 8 June 2009
Action: Define your purpose.




Monday, 8 June 2009
What’s the real reason I’m/we’re in business?




Monday, 8 June 2009
Why did I get out
                      of bed this morning?

Monday, 8 June 2009
Really?


Monday, 8 June 2009
Do you expect me to believe that?




Monday, 8 June 2009
Why did I REALLY
                        get out of bed
                      this morning?
Monday, 8 June 2009
RAP2.2   Spirit




Monday, 8 June 2009
What’s your point of difference?




Monday, 8 June 2009
Cars stopped being about transport long ago.



Monday, 8 June 2009
Today we buy them for...




Monday, 8 June 2009
comfort, safety, showing off and...



Monday, 8 June 2009
...because we can.




Monday, 8 June 2009
We live in a...




Monday, 8 June 2009
Spiritual Economy
Monday, 8 June 2009
Not some airy-fairy, dressed in purple world.



Monday, 8 June 2009
The spiritual are...




Monday, 8 June 2009
‘issues bigger than daily living’




Monday, 8 June 2009
They’re not physical.




Monday, 8 June 2009
They’re symbolic!



Monday, 8 June 2009
They’re not rational.




Monday, 8 June 2009
They’re emotional!

Monday, 8 June 2009
The good news is...



Monday, 8 June 2009
...demand for the spiritual is constant.




Monday, 8 June 2009
We need meaning and belonging today.




Monday, 8 June 2009
And, we’ll need them again tomorrow.




Monday, 8 June 2009
Your point of difference doesn’t...




Monday, 8 June 2009
...live in your product features and benefits.




Monday, 8 June 2009
up.
                      Chunk


Monday, 8 June 2009
It’s what your brand stands for.




Monday, 8 June 2009
It’s what it represents.




Monday, 8 June 2009
We consume and produce...




Monday, 8 June 2009
beliefs,




Monday, 8 June 2009
meaning,




Monday, 8 June 2009
worldviews,


Monday, 8 June 2009
aspirations,
Monday, 8 June 2009
possibilities




Monday, 8 June 2009
and...




Monday, 8 June 2009
...dreams.




Monday, 8 June 2009
Revlon started
                      selling dreams
                           in a jar
                       decades ago...
Monday, 8 June 2009
                      Th
                         e   Ch
                                u   rc
      ...
Barack Obama is selling us ‘hope’.




Monday, 8 June 2009
Action: Define your point of difference in...




Monday, 8 June 2009
spiritual,




Monday, 8 June 2009
emotional and...




Monday, 8 June 2009
...symbolic ways.




Monday, 8 June 2009
RAP2.3   Stand




Monday, 8 June 2009
What’s your point of view?




Monday, 8 June 2009
Which eggs do you buy?




Monday, 8 June 2009
Free range? Cage? Organic?




Monday, 8 June 2009
None – I’m a Vegan?




Monday, 8 June 2009
It’s an everyday loaded question.
Monday, 8 June 2009
We buy with our points of view.




Monday, 8 June 2009
Did ya get that?




Monday, 8 June 2009
We buy with our points of view.




Monday, 8 June 2009
Eggs are produced in multiple ways because...




Monday, 8 June 2009
...not all eggs are created equal.



Monday, 8 June 2009
Consumers don’t want it that way.




Monday, 8 June 2009
And neither do you!


Monday, 8 June 2009
Sameness is the death of brands.




Monday, 8 June 2009
To create a cult-like following requires...




Monday, 8 June 2009
SOME DEGREE OF EDGE




Monday, 8 June 2009
or alienation.
Monday, 8 June 2009
Your brand must stand for something.



Monday, 8 June 2009
It must represent...




Monday, 8 June 2009
...a distinct alternative to the status quo.




Monday, 8 June 2009
The good news is...



Monday, 8 June 2009
...not everyone will like you and your opinion.




Monday, 8 June 2009
That’s the point of branding:




Monday, 8 June 2009
The sharper your edge the better.




Monday, 8 June 2009
Superman stood for...



Monday, 8 June 2009
‘Truth, Justice and the American Way’.




Monday, 8 June 2009
His stand was to help people in need.




Monday, 8 June 2009
Action: What’s your stand and...




Monday, 8 June 2009
...what are you going to do about it?




Monday, 8 June 2009
Define your stand AND...




Monday, 8 June 2009
...the actions that would follow.




Monday, 8 June 2009
What sort of eggs are you providing?



Monday, 8 June 2009
Want More?




Monday, 8 June 2009
This has been an introduction to the Brand Worship RAP.




Monday, 8 June 2009
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!
                                               ...
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...




Monday, 8 June 2009
...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...
                                              ...
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
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Brand Worship 2 : Cause

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How to attract a community around your brand by defining your cause, purpose, spirit and stand in the world.

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Transcript of "Brand Worship 2 : Cause"

  1. 1. BRAND WORSHIP TURN YOUR CUSTOMERS INTO A CULT FOLLOWING Book Rapper RAP2 Your Cause Monday, 8 June 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. Monday, 8 June 2009
  3. 3. Book Rapper tracks trends digs up big ideas presents them visually creates actions for you to do Monday, 8 June 2009
  4. 4. The Book Monday, 8 June 2009
  5. 5. Brand Worship is derived from... Monday, 8 June 2009
  6. 6. Monday, 8 June 2009
  7. 7. By... Douglas Atkin Monday, 8 June 2009
  8. 8. The RAPs Monday, 8 June 2009
  9. 9. 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. Monday, 8 June 2009
  10. 10. The Brand Worship RAPs... Monday, 8 June 2009
  11. 11. RAP1 : The Culting Edge Monday, 8 June 2009
  12. 12. RAPs 2-10 : The Brand Arrow Monday, 8 June 2009
  13. 13. Touching That’s this one! Meaning Cause Build Belonging Believe Demonize Committing Leading Monday, 8 June 2009
  14. 14. RAP11: Your Brand Plan Monday, 8 June 2009
  15. 15. RAP2 Cause Monday, 8 June 2009
  16. 16. What’s your cause? Monday, 8 June 2009
  17. 17. What do you want to have happen? Monday, 8 June 2009
  18. 18. If you’re not out to.. Monday, 8 June 2009
  19. 19. ...cause anything... Monday, 8 June 2009
  20. 20. ...then you might as well... Monday, 8 June 2009
  21. 21. ...go back to bed. Monday, 8 June 2009
  22. 22. Your cause is the... Monday, 8 June 2009
  23. 23. SHARP END of your branding arrow. Monday, 8 June 2009
  24. 24. It’s at odds with... Monday, 8 June 2009
  25. 25. ...the current world. Monday, 8 June 2009
  26. 26. It needs to be... Monday, 8 June 2009
  27. 27. ...to attract a band of worshippers. Monday, 8 June 2009
  28. 28. SPIRIT PURPOSE STAND Three Elements of Your Cause Monday, 8 June 2009
  29. 29. PURPOSE : What’s Your Reason for Existence? Monday, 8 June 2009
  30. 30. SPIRIT : What’s Your Point of Difference? Monday, 8 June 2009
  31. 31. STAND : What’s Your Point of View? Monday, 8 June 2009
  32. 32. RAP2.1 Purpose Monday, 8 June 2009
  33. 33. What’s your reason for existence? Monday, 8 June 2009
  34. 34. The purpose of your business is not... Monday, 8 June 2009
  35. 35. ...making money. Monday, 8 June 2009
  36. 36. We need money like we need to... Monday, 8 June 2009
  37. 37. ...breathe, Monday, 8 June 2009
  38. 38. ...but breathing is not the purpose of our lives. Monday, 8 June 2009
  39. 39. Your purpose hits a deeper nerve. Monday, 8 June 2009
  40. 40. What’s the problem you are solving? Monday, 8 June 2009
  41. 41. What’s the concern you’re addressing? Monday, 8 June 2009
  42. 42. What are you aspiring to? Monday, 8 June 2009
  43. 43. If you stopped what you are doing right now... Monday, 8 June 2009
  44. 44. would anyone notice? Monday, 8 June 2009
  45. 45. Would you be missed? Monday, 8 June 2009
  46. 46. A Clue... Monday, 8 June 2009
  47. 47. Human beings are social animals. Monday, 8 June 2009
  48. 48. How are you helping people live better lives? Monday, 8 June 2009
  49. 49. Mmm... Monday, 8 June 2009
  50. 50. ...helping people live better lives? Monday, 8 June 2009
  51. 51. ...better lives? Monday, 8 June 2009
  52. 52. Action: Define your purpose. Monday, 8 June 2009
  53. 53. What’s the real reason I’m/we’re in business? Monday, 8 June 2009
  54. 54. Why did I get out of bed this morning? Monday, 8 June 2009
  55. 55. Really? Monday, 8 June 2009
  56. 56. Do you expect me to believe that? Monday, 8 June 2009
  57. 57. Why did I REALLY get out of bed this morning? Monday, 8 June 2009
  58. 58. RAP2.2 Spirit Monday, 8 June 2009
  59. 59. What’s your point of difference? Monday, 8 June 2009
  60. 60. Cars stopped being about transport long ago. Monday, 8 June 2009
  61. 61. Today we buy them for... Monday, 8 June 2009
  62. 62. comfort, safety, showing off and... Monday, 8 June 2009
  63. 63. ...because we can. Monday, 8 June 2009
  64. 64. We live in a... Monday, 8 June 2009
  65. 65. Spiritual Economy Monday, 8 June 2009
  66. 66. Not some airy-fairy, dressed in purple world. Monday, 8 June 2009
  67. 67. The spiritual are... Monday, 8 June 2009
  68. 68. ‘issues bigger than daily living’ Monday, 8 June 2009
  69. 69. They’re not physical. Monday, 8 June 2009
  70. 70. They’re symbolic! Monday, 8 June 2009
  71. 71. They’re not rational. Monday, 8 June 2009
  72. 72. They’re emotional! Monday, 8 June 2009
  73. 73. The good news is... Monday, 8 June 2009
  74. 74. ...demand for the spiritual is constant. Monday, 8 June 2009
  75. 75. We need meaning and belonging today. Monday, 8 June 2009
  76. 76. And, we’ll need them again tomorrow. Monday, 8 June 2009
  77. 77. Your point of difference doesn’t... Monday, 8 June 2009
  78. 78. ...live in your product features and benefits. Monday, 8 June 2009
  79. 79. up. Chunk Monday, 8 June 2009
  80. 80. It’s what your brand stands for. Monday, 8 June 2009
  81. 81. It’s what it represents. Monday, 8 June 2009
  82. 82. We consume and produce... Monday, 8 June 2009
  83. 83. beliefs, Monday, 8 June 2009
  84. 84. meaning, Monday, 8 June 2009
  85. 85. worldviews, Monday, 8 June 2009
  86. 86. aspirations, Monday, 8 June 2009
  87. 87. possibilities Monday, 8 June 2009
  88. 88. and... Monday, 8 June 2009
  89. 89. ...dreams. Monday, 8 June 2009
  90. 90. Revlon started selling dreams in a jar decades ago. Monday, 8 June 2009
  91. 91. 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.
  92. 92. Barack Obama is selling us ‘hope’. Monday, 8 June 2009
  93. 93. Action: Define your point of difference in... Monday, 8 June 2009
  94. 94. spiritual, Monday, 8 June 2009
  95. 95. emotional and... Monday, 8 June 2009
  96. 96. ...symbolic ways. Monday, 8 June 2009
  97. 97. RAP2.3 Stand Monday, 8 June 2009
  98. 98. What’s your point of view? Monday, 8 June 2009
  99. 99. Which eggs do you buy? Monday, 8 June 2009
  100. 100. Free range? Cage? Organic? Monday, 8 June 2009
  101. 101. None – I’m a Vegan? Monday, 8 June 2009
  102. 102. It’s an everyday loaded question. Monday, 8 June 2009
  103. 103. We buy with our points of view. Monday, 8 June 2009
  104. 104. Did ya get that? Monday, 8 June 2009
  105. 105. We buy with our points of view. Monday, 8 June 2009
  106. 106. Eggs are produced in multiple ways because... Monday, 8 June 2009
  107. 107. ...not all eggs are created equal. Monday, 8 June 2009
  108. 108. Consumers don’t want it that way. Monday, 8 June 2009
  109. 109. And neither do you! Monday, 8 June 2009
  110. 110. Sameness is the death of brands. Monday, 8 June 2009
  111. 111. To create a cult-like following requires... Monday, 8 June 2009
  112. 112. SOME DEGREE OF EDGE Monday, 8 June 2009
  113. 113. or alienation. Monday, 8 June 2009
  114. 114. Your brand must stand for something. Monday, 8 June 2009
  115. 115. It must represent... Monday, 8 June 2009
  116. 116. ...a distinct alternative to the status quo. Monday, 8 June 2009
  117. 117. The good news is... Monday, 8 June 2009
  118. 118. ...not everyone will like you and your opinion. Monday, 8 June 2009
  119. 119. That’s the point of branding: Monday, 8 June 2009
  120. 120. The sharper your edge the better. Monday, 8 June 2009
  121. 121. Superman stood for... Monday, 8 June 2009
  122. 122. ‘Truth, Justice and the American Way’. Monday, 8 June 2009
  123. 123. His stand was to help people in need. Monday, 8 June 2009
  124. 124. Action: What’s your stand and... Monday, 8 June 2009
  125. 125. ...what are you going to do about it? Monday, 8 June 2009
  126. 126. Define your stand AND... Monday, 8 June 2009
  127. 127. ...the actions that would follow. Monday, 8 June 2009
  128. 128. What sort of eggs are you providing? Monday, 8 June 2009
  129. 129. Want More? Monday, 8 June 2009
  130. 130. This has been an introduction to the Brand Worship RAP. Monday, 8 June 2009
  131. 131. The Brand Worship RAPs... Monday, 8 June 2009
  132. 132. RAP1 : The Culting Edge Monday, 8 June 2009
  133. 133. RAPs 2-10 : The Brand Arrow Monday, 8 June 2009
  134. 134. Touching That’s this one! Meaning Cause Build Belonging Believe Demonize Committing Leading Monday, 8 June 2009
  135. 135. RAP11 : Your Brand Plan Monday, 8 June 2009
  136. 136. BR Members can get the complete set of We Blog RAPs at... www.BookRapper.com/members Monday, 8 June 2009
  137. 137. Otherwise, to get the full Brand Worship RAP... Monday, 8 June 2009
  138. 138. here’s a secret link... Monday, 8 June 2009
  139. 139. ...as long as you don’t tell the members... Monday, 8 June 2009
  140. 140. http://www.bookrapper.com/ brandworship/10_brand.html Monday, 8 June 2009
  141. 141. 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
  142. 142. Read the Book Rapper Blog... www.BookRapper.com/blog.html Monday, 8 June 2009
  143. 143. Look out for more slideshows at... www.BookRapper.com Monday, 8 June 2009
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