How 9 Magnetic Brands Turned Customers Into Loyal Followers (and Yours Can, Too!)
(Random House 2002)
>>Like religious cults that attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers?
>>Can certain products with the right combination of positioning and branding take on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers? It’s a marketer’s dream come true!
>>Can your company harness the power of Cult Branding without blowing a fortune on advertising?
According to authors Matthew W. Ragas and Bolivar J. Bueno, the answer is “Yes.” In fact, you need not look much further than a Harley-Davidson rally, a Star Trek convention, or a Jimmy Buffett concert to see the Cult Branding phenomenon at work: thousands of passionate, faithful fans spreading the good word and spending lots of money.Not all brands have the dash of edginess, the devoted fan base, or the niche positioning to manifest Cult Brands. But those that do tend to share similar characteristics, the Seven Golden Rules of Cult Branding, that make them successful.Through meticulous research and scores of interviews, Ragas and Bueno have uncovered the remarkable, untold stories behind nine very successful Cult Brands:
These nine brands follow the Seven Golden Rules and have millions of fans and billions of dollars in revenue to show for it. Now, you can learn first hand what these special brands did to set themselves apart and how to apply the Seven Golden Rules to your own marketing strategies.Written for advertisers, marketers, sales executives, and business owners who want to thrive in an increasingly competitive marketplace, The Power of Cult Branding is the ultimate guide to creating a loyal core of repeat customers and winning the positioning battle.
Praise for the Power of Cult Branding
“Who wants a cult brand? After reading The Power of Cult Branding, you are going to want to create one as soon as possible. The logic, the strategies, and the tactics are spelled out for you in comprehensive detail.”
—Al Ries, author of The 22 Immutable Laws of Branding and chairman, Ries & Ries Inc.
“Ragas and Bueno have not only demystified branding in their brilliant book but also revealed the heart of how to do it with aplomb. And, at the same time, it’s fun to read.”
—Jay Conrad Levinson, author of the Guerrilla Marketing series
“Cult brands, while not easy to create, are among the most powerful. This book will show the way.”
—Jack Trout, coauthor of Positioning: The Battle for Your Mind and president, Trout & Partners Ltd.
“The most insightful look at brand positioning since The 22 Immutable Laws of Marketing.”
—Roy H. Williams, author of The Wizard of Ads series