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

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

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

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

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

135. RAP11 : Your Brand Plan
Monday, 8 June 2009

136. BR Members can get the complete set of We Blog RAPs at...
www.BookRapper.com/members
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137. Otherwise, to get the full Brand Worship RAP...
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138. here’s a secret link...
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139. ...as long as you don’t tell the members...
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140. http://www.bookrapper.com/
brandworship/10_brand.html
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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. Read the Book Rapper Blog...
www.BookRapper.com/blog.html
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143. Look out for more slideshows at...
www.BookRapper.com
Monday, 8 June 2009