Brand Worship 3 Believe

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Customers are no longer buying mere products. Now we want to buy into a belief system. This requires you being clear about your doctrine, manifesto and agreements.

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Brand Worship 3 Believe

  1. 1. BRAND WORSHIPTURN YOUR CUSTOMERS INTO A CULT FOLLOWING Book Rapper
  2. 2. A Visual Presentation byGeoff McDonald and Book RapperCopyrightCopy this the right way.You have permission to post this, email this, and print this for free to anyone youlike, 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. RAP1 : The Culting Edge
  11. 11. RAPs 2-10 : The Brand Arrow
  12. 12. Touching Meaning Cause Build Belonging Believe DemonizeThat’s Committing thisone! Leading
  13. 13. RAP11: Your Brand Plan
  14. 14. RAP3 Believe
  15. 15. Belonging and believing are...
  16. 16. ...bedfellows.
  17. 17. We need to belong to...
  18. 18. survive
  19. 19. And, we need to have similar beliefs to...
  20. 20. ...create a common world so we can...
  21. 21. ...survive together.
  22. 22. Consumers are no longer buying...
  23. 23. ...mere products...
  24. 24. ...they’re buying into a belief system.
  25. 25. And, this means they’re buying into...
  26. 26. communities of like-minded people with...
  27. 27. ...similar worldviews.
  28. 28. AGREEMENT DOCTRINE MANIFESTOThree Elements of Your Beliefs
  29. 29. DOCTRINE : What do I believe?
  30. 30. AGREEMENT : The Socialization of Belief
  31. 31. MANIFESTO : What does my Charter say?
  32. 32. RAP3.1 Doctrine
  33. 33. What do I believe?
  34. 34. Traditional marketing has focused on...
  35. 35. demographics and pyschographics to...
  36. 36. target consumer groups.
  37. 37. The new approach is to...
  38. 38. present your brand based upon...
  39. 39. ...what you believe and...
  40. 40. ...attract customers to you.
  41. 41. The Moonies believe God has...
  42. 42. ...a feminine and masculine nature.
  43. 43. Hybrid car owners...
  44. 44. ...believe it is worth paying a little more to...
  45. 45. ...pollute a little less.
  46. 46. Google believes...
  47. 47. “don’t be evil”.
  48. 48. What do you believe?
  49. 49. What is true for you about your industry?
  50. 50. What do your members believe?
  51. 51. Action: Distinguish your beliefs.
  52. 52. What is true for your organization?
  53. 53. What are you aspiring to?
  54. 54. Then audit yourself.
  55. 55. Are you living true to what you say?
  56. 56. Adjust course accordingly.
  57. 57. RAP3.2 Agreement
  58. 58. The Socialization of Belief
  59. 59. Building belief is...
  60. 60. ...a contact sport.
  61. 61. We need others to...
  62. 62. confirm,practise,support,enhance and believe
  63. 63. confirm,practise,support,enhance and believe
  64. 64. confirm,practise,support,enhance and believe
  65. 65. confirm,practise,support,enhance and believe
  66. 66. confirm,practise,support,enhance and believe
  67. 67. confirm,practise,support,enhance and believe
  68. 68. in our worldview.
  69. 69. Collective agreement is the basis for...
  70. 70. ...determining our sense of the world.
  71. 71. Traditionally we relied on...
  72. 72. ...geographic locations to provide...
  73. 73. our community interactions.
  74. 74. Thanks to a mobile workforce...
  75. 75. ...and the internet,
  76. 76. ...we’re collaborating and interacting
  77. 77. ...in new ways
  78. 78. ...with people from all over the world.
  79. 79. In this context,
  80. 80. brands have emerged as...
  81. 81. legitimate communities for people to...
  82. 82. ...belong to and believe in.
  83. 83. Research shows that...
  84. 84. ...the strength and frequency of...
  85. 85. group interaction
  86. 86. has thestrongestinfluence
  87. 87. on belief and commitment.
  88. 88. Action: Meet regularly.
  89. 89. Create ways to interact with and...
  90. 90. meet with your community as often as you can.
  91. 91. This is the shortest,
  92. 92. .....................................................fastest
  93. 93. and strongest
  94. 94. ...way to build belief within your group.
  95. 95. When’s your next meeting?
  96. 96. When are you meeting after that?
  97. 97. RAP3.3 Manifesto
  98. 98. What does my Charter say?
  99. 99. Your Manifesto is a documented account of...
  100. 100. your beliefs and your worldview.
  101. 101. Perhaps the most famous manifesto is...
  102. 102. the US Declaration of Independence.
  103. 103. It begins with the immortal line:
  104. 104. “We hold these truths to be self-evident…”
  105. 105. Notably, it was created at the launch of...
  106. 106. ...brand “USA”.
  107. 107. and it was a collaboration of like-minded souls.
  108. 108. If you’re a demi-god like Steve Jobs
  109. 109. you might get away withwriting your own manifesto,
  110. 110. particularly if you’re just starting out.
  111. 111. Otherwise you’ll need input from...
  112. 112. ...your community.
  113. 113. This
  114. 114. might
  115. 115. take
  116. 116. time.
  117. 117. The Body Shop Charter took 18 months to produce.
  118. 118. Use your manifesto as the basis of your...
  119. 119. ...marketing and promotion to ensure...
  120. 120. a consistent message.
  121. 121. Harley Davidson does.
  122. 122. Actions: Start writing or start listening.
  123. 123. Turn your brand plan into...
  124. 124. ...a manifesto that you live by.
  125. 125. Want More?
  126. 126. This has been an introduction to the Brand Worship RAP.
  127. 127. The Brand Worship RAPs...
  128. 128. RAP1 : The Culting Edge
  129. 129. RAPs 2-10 : The Brand Arrow
  130. 130. Touching Meaning Cause Build Belonging Believe DemonizeThat’s Committing thisone! Leading
  131. 131. RAP11 : Your Brand Plan
  132. 132. BR Members can get the complete set of We Blog RAPs at... www.BookRapper.com/members
  133. 133. Otherwise, to get the full Brand Worship RAP...
  134. 134. here’s a secret link...
  135. 135. ...as long as you don’t tell the members...
  136. 136. http://www.bookrapper.com/brandworship/10_brand.html
  137. 137. Email Me! Geoff McDonald... Book Rapper Book Rapper provides Author.innovation + leadershipworkshops and keynote presentations based upon the hot trends in the books we RAP. Wecan help you profit from the ideas in this RAP.
  138. 138. Read the Book Rapper Blog...www.BookRapper.com/blog.html
  139. 139. Look out for more slideshows at...www.BookRapper.com
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