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Goodreads helps you keep track of books you want to read. Want to Read saving…. Want to Read Currently Reading Read. Other editions. Enlarge cover. Error rating book. Refresh and try again. Open Preview See a Problem? Details if other :. Thanks for telling us about the problem. Return to Book Page. At first glance, companies like Apple and Nike have little in common with organizations like the Hell's Angels and the Unification Church.
But in reality, they all fulfill the main definition of a cult: They attract people who see themselves as different from the masses in some fundamental way.
Contrary to stereotypes, most cult members aren't emotionally unstable--they're At first glance, companies like Apple and Nike have little in common with organizations like the Hell's Angels and the Unification Church. Contrary to stereotypes, most cult members aren't emotionally unstable--they're just normal folks searching for a sense of belonging. Marketing expert Douglas Atkin has spent years researching both full-blown cults and companies that use cult-branding techniques.
He interviewed countless cult members to find out what makes them tick. In addition to describing a fascinating phenomenon, The Culting of Brands will be of enormous value to business leaders. It will teach marketers how to align themselves with a specific segment of the population, how to attract and keep new "members," how to establish a mythology about the company, and how to manage a workforce filled with true believers.
Once a brand achieves cult status, it becomes almost impossible for a competitor to dethrone it. The Culting of Brands will reveal the secrets of fierce customer identification and, most important, unbreakable loyalty.
Get A Copy. Paperback , pages. Published May 31st by Portfolio first published More Details Original Title. Other Editions 5. Friend Reviews. To see what your friends thought of this book, please sign up. To ask other readers questions about The Culting of Brands , please sign up. Be the first to ask a question about The Culting of Brands. Lists with This Book. This book is not yet featured on Listopia. Community Reviews. Showing Average rating 3.
Rating details. More filters. Sort order. Dec 29, Mohammad rated it liked it. Jan 22, Matt rated it really liked it Shelves: marketing , human-behavior. People don't buy products, services, or features. People buy people. It's common knowledge now that people "decide with emotions, not with facts".
What isn't so widely understood is that the need to belong is one of the most powerful, motivating feelings. Human beings need to feel a part of something. With the decline of religions and other legacy social institutions, cults and cult brands step into the vacuum. At the heart of the cult is a paradox. I feel alienated from the world around me. I de People don't buy products, services, or features. I desperately need to feel recognized, respected, part of a group to help me make sense of my life.
To give meaning to my existence. In order to satisfy my need to be an individual, I must belong to a group that transcends myself. This book has more of a users-manual feel to it. From the well-known religious cults of the 20th century to the more tame perhaps examples of the Mormon Church and Saturn this was written in , we have here a cornucopia for the marketer Aug 26, Bruno Rio rated it liked it. Douglas brings some bright thoughts that can be applied by brand managers connecting with some cults.
This might sound odd but it does make sense. Nevertheless, the rational is built in a quite boring way and the data is merely intuitive. Some interesting ideas but far from recommended.
Apr 08, Andy McIlwain rated it it was amazing Shelves: non-fiction , recommended. Read this cover to cover on a flight. Thoroughly enjoyed it. Prompted several moments of jotting down ideas and notes. Some of the references are dated, but still carry value with the benefits of hindsight in our favour. Jul 30, Alfredo Lie rated it it was amazing. Vale la pena leer y volver a leer.
Aug 21, Tim rated it it was ok. As a caveat, I am not much of a non-fiction reader I guess my biggest problem with the ideas presented in "The Culting of Brands" is the idea that all these powerful tools strong networks, deviance, etc can be used to pull the wool over people's eyes. Maybe that's the point, but I would have liked to have seen more about creating a quality product as a strategy to bring people to you.
I was left with the message that one can "embrace the dark underbelly of marketing," to an extent and "smar As a caveat, I am not much of a non-fiction reader I was left with the message that one can "embrace the dark underbelly of marketing," to an extent and "smartly" , and you'll succeed.
I don't think I like that message Nov 10, Margy Levine Young rated it really liked it. Recommended by Terasa Cooley. It examines the ways that brand loyalty resembles cult membership, presenting both as potential useful and healthy. I like especially how he describe how Mac users believe too much in the power of the products they use against PC Windows users.
I really learned a lot from this book. Dec 22, Justo Morao rated it it was amazing. Mar 31, Kat Lynch rated it really liked it Shelves: favorites. An intriguing way to think about cult brands; things like Apple make more sense viewed through this lense. Mar 18, Tim rated it it was ok. Almost like an early, research-less draft of "the Tipping Point", the author failed to present any terribly new or relevant information, although some value might be gained by someone who has never taken basic marketing classes, or thought much about the psychology of branding.
Apr 19, Christian rated it did not like it. I very narrow view of branding. Nov 19, Jacqueline rated it really liked it Shelves: business. Amazing book on branding, marketing, positioning. Read it years ago and I still refer to it today.
Despite a little overkill on the whole "cult" metaphor, a good read for anyone looking to help their organization thrive in an increasingly skeptical marketplace. Dec 24, Lisa Febriyanti rated it liked it. Great business related book with examples related to real cults and cult like brands.
Very entertaining and easy read. Feb 06, Nedjoyce rated it really liked it. Very good read about how to grow brands into cults and even if not in the marketing world it is a fascinating read about religious organizations and how they have built their following.
May 19, Umar Ghumman rated it it was amazing. A great side by side comparison of the 'original' cults and the new cults. A very interesting book! Aug 23, John Fredrickson rated it really liked it Shelves: psychology.
The Culting of Brands - by Douglas Atkin
Atkin, a strategy director for a New York ad agency, believes the process through which consumer brands build customer loyalty is equivalent to the way religious cults recruit members—and, he says, that's a good thing. To him, cults are little more than well-defined affinity groups engaging in a few activities outsiders find unusual because they believe something different. Yet his superficial consideration of groups like the Unification Church and the Landmark Forum rarely gets into the specifics of those belief systems, instead presenting a fuzzy image of people bonding together to give their lives meaning. Obvious negative examples, like Waco and Jonestown, are cursorily dismissed as badly managed. Atkin then takes this broad definition and applies it to the commercial realm, making a reasonable case that Harley riders and Apple users, among others, follow similar behavioral patterns. But he overuses the term "cult" to the point of meaninglessness: it's one thing to compare Marine Corps training to an initiatory ritual, quite another to label eBay or JetBlue customers cult members just because they use the product repeatedly. While little argument can be raised against Atkin's proposition that "few stronger emotions exist than the need to belong and make meaning," more conservative readers may balk at his notion that the decreasing power of our culture's traditional institutions is an opportunity to exploit those emotional drives for profit.
The Culting of Brands: Turn Your Customers Into True Believers
Unique fascinating dissection of cults and why they work. Then how to apply those lessons to marketing your business. Cult paradox: 1. An individual has feeling of difference - even alienation, from the world around them. This leads to openness to or searching for a more compatible environment 3. They're likely to feel a sense of security or safety in a place where one's difference from the outside world is seen as a virtue, not handicap 4.
THE CULTING OF BRANDS: When Customers Become True Believers
By: Douglas Atkin. Reviewed By: Ramona Sukhraj. How would you like to have a brand that inspires loyalty in its customers like Apple and Nike? In The Culting of Brands: Turn Your Customers Into True Believers , Douglas Atkin Head of Community at AirBnb shows you how to extract the same principles major brands, religions, and actual cults use to get people excited about your brand and turn them into lifelong customers. In each scenario, Atkin shows us how these brands make their customers feel special, important, and part of a unique group, fostering a type of loyalty that most businesses can only dream of.