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Author: Matthew W. Ragas
Publisher: Crown Business
ISBN: 0761536949
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
Written for marketing specialists and entrepreneurs who want to thrive in an increasingly competitive marketplace this guide explains how to create a loyal core of repeat customers.
Author: Matthew W. Ragas
Publisher: Crown Business
ISBN: 0761536949
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
Written for marketing specialists and entrepreneurs who want to thrive in an increasingly competitive marketplace this guide explains how to create a loyal core of repeat customers.
Author: Matthew W. Ragas
Publisher: Crown Currency
ISBN: 0307781526
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dream come true, 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? 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 farther 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 be cult brands. But those that do tend to share similar characteristics that make them successful, what the authors call the Seven Golden Rules of Cult Branding. Through meticulous research and scores of interviews Ragas and Bueno have uncovered the remarkable and oft-untold stories behind nine very successful cult brands: ·Star Trek ·Harley-Davidson ·Oprah Winfrey ·World Wrestling Entertainment (formerly WWF) ·Apple ·Volkswagen Beetle ·Jimmy Buffett ·Vans Shoes ·Linux 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.
Author: Douglas Atkin
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to discover what makes them tick. And he explains exactly how brands like Harley-Davidson and Apple make their customers feel unique, important and part of an exclusive group - and how that leads to solid, long-term relationships between a company and its customers. In addition to describing a fascinating phenom- enom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.
Author: Patrick Hanlon
Publisher: Simon and Schuster
ISBN: 074327797X
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.
Author: Radha Chadha
Publisher: Nicholas Brealey International
ISBN: 1904838294
Category : Business & Economics
Languages : en
Pages : 320
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Book Description
The first book to explore how and why an amazing "luxeplosion" is rocking Asia.
Author: Lauren Hough
Publisher: Vintage
ISBN: 0593080777
Category : Biography & Autobiography
Languages : en
Pages : 322
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Book Description
A NEW YORK TIMES BESTSELLER • "A memoir in essays about so many things—growing up in an abusive cult, coming of age as a lesbian in the military, forced out by homophobia, living on the margins as a working class woman and what it’s like to grow into the person you are meant to be. Hough’s writing will break your heart." —Roxane Gay, author of Bad Feminist Searing and extremely personal essays, shot through with the darkest elements America can manifest, while discovering light and humor in unexpected corners. As an adult, Lauren Hough has had many identities: an airman in the U.S. Air Force, a cable guy, a bouncer at a gay club. As a child, however, she had none. Growing up as a member of the infamous cult The Children of God, Hough had her own self robbed from her. The cult took her all over the globe--to Germany, Japan, Texas, Chile—but it wasn't until she finally left for good that Lauren understood she could have a life beyond "The Family." Along the way, she's loaded up her car and started over, trading one life for the next. She's taken pilgrimages to the sights of her youth, been kept in solitary confinement, dated a lot of women, dabbled in drugs, and eventually found herself as what she always wanted to be: a writer. Here, as she sweeps through the underbelly of America—relying on friends, family, and strangers alike—she begins to excavate a new identity even as her past continues to trail her and color her world, relationships, and perceptions of self. At once razor-sharp, profoundly brave, and often very, very funny, the essays in Leaving Isn't the Hardest Thing interrogate our notions of ecstasy, queerness, and what it means to live freely. Each piece is a reckoning: of survival, identity, and how to reclaim one's past when carving out a future. A VINTAGE ORIGINAL
Author: Sarah Edmondson
Publisher: Chronicle Books
ISBN: 1797201468
Category : Biography & Autobiography
Languages : en
Pages : 243
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Book Description
As seen in the HBO docuseries THE VOW: The shocking and subversive memoir of a 12-year-NXIVM-member-turned-whistleblower, and her inspiring true story of abuse, escape, and redemption. "'Master, would you brand me? It would be an honor.' From the second I climb onto the table, acutely aware that I am lying in the sweat of my sisters, I will have blocked that out. Lying there completely naked, I am at my most vulnerable but determined to prove my strength. I try to keep my legs closed as my body wills itself to protect my most private area. . . . I tell myself: I am a warrior. I birthed a human. I can handle pain. But nothing could have ever prepared me for the feel of this fire on my skin." Scarred is Sarah Edmondson's compelling memoir of her recruitment into the NXIVM cult, the 12 years she spent within the organization (during which she enrolled over 2,000 members and entered DOS—NXIVM's "secret sisterhood"), her breaking point, and her harrowing fight to get out, to expose Keith Raniere and the leadership, to help others, and to heal. Complete with personal photographs, Scarred is also an eye-opening story about abuses of power, female trust and friendship, and how sometimes the search to be "better" can override everything else. • In the tradition of Unorthodox by Deborah Feldman, Escape by Carolyn Jessop, and Troublemaker by Leah Remini • This tell-all follows Sarah from the moment she takes her first NXIVM seminar, to the invitation she accepts from her best friend, Lauren Salzman, into DOS, to her journey toward become a key witness in the federal case against its founders • Evokes questions about friendship, ethics, good and evil, making it a brilliant selection for book clubs Audio edition read by the author.
Author: Kai D. Wright
Publisher: John Wiley & Sons
ISBN: 1119600499
Category : Business & Economics
Languages : en
Pages : 310
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Book Description
Elevate your brand, create a compelling brand story, and build brand loyalty In Follow the Feeling, strategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders: how do you grow your brand in a noisy world? Analyzing 1,500 fast-growing companies from Alibaba to Zara, the Columbia University lecturer and Ogilvy global consulting partner unpacks five branding secrets. Starting with behavioral economic principles and ending with a new systems-based approach to brand building, Wright offers readers one constant that trumps the hundreds of factors entangling brand value—feelings. Follow the Feeling will show you how to best build and position your brand so you can stand out from competitors, build a tribe, and engineer a positive feeling across five important branding territories—lexicon, audio cues, visual stimuli, experience, and culture. Sharing real-world lessons and practical advice he has gained helping everyone from Sean Diddy Combs and Meghan Trainor to Bank of America and HP, Wright can help you develop and implement shareable, culturally-infectious branding strategies. Through storytelling, global research, and practical tips, this valuable book will help you and your organization: Efficiently create and deploy a comprehensive brand strategy across the organization Quickly launch new brands or reboot existing brands for growth Build tribes from audiences, consumers, clients, and partners Lean into the convergence of communication, culture, digital, and technology Regardless of industry or sector, branding is essential for companies, nonprofits, and even individuals. Follow the Feeling: Brand Building in a Noisy World is a must-have resource for anyone from C-Suite executives to aspiring entrepreneurs seeking to unleash the full potential of their brand. And in this world of ever-increasing metrics paired with waning attentiveness, it’s not just what your brand does, it’s how your brand makes your customers feel.
Author: Sarah Berman
Publisher: Steerforth
ISBN: 1586422766
Category : True Crime
Languages : en
Pages : 345
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Book Description
A “riveting” true crime exposé of the rise, cult tactics, and fall of Keith Raniere’s NXIVM—as seen in the HBO documentary series The Vow (Huffington Post). “Details a staggering amount of relevant information the TV series left out.” —The Atlantic They draw you in with the promise of empowerment, self-discovery, women helping women. The more secretive those connections are, the more exclusive you feel. Little did you know, you just joined a cult . . . Investigative journalist Sarah Berman explores the shocking practices of NXIVM, a cult run by Keith Raniere and many enablers. Through the accounts of central NXIVM figures, Berman uncovers how dozens of women seeking creative coaching and networking opportunities instead were blackmailed, literally branded, near-starved, and enslaved. Sex trafficking. Self-help coaching. Forced labor. Mentorship. Multi-level marketing. Gaslighting. Don't Call It a Cult is a riveting account of NXIVM’s rise to power, its ability to evade prosecution for decades, and the investigation that finally revealed its dark secrets to the world.
Author: Wolfgang Schaefer
Publisher: Kogan Page Publishers
ISBN: 0749470046
Category : Business & Economics
Languages : en
Pages : 269
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Book Description
What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.
