The Power of Cult Branding: How 9 Magnetic Brands Turned Customers Into Loyal Followers (and Yours Can, Too!)

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Prima, 2002 - Business & Economics - 178 pages
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Identifies the seven characteristics of "cult brands," or products whose loyal customers are responsible for a large percentage of their marketing, profiling such brands as Star Trek and Harley-Davidson to explain how companies can enable effective branding. 15,000 first printing.
 

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Contents

Consumers Want to Be Pari oi a Group
1
Cult Brand Inventors Show Daring
21
Cult Brands Sell Litestyles
41
Listen to the Choir and Create Cult Brand
59
Cult Brands Always Create Customer
79
Cult Brands Arelnclusive
99
Cult Brands Promote Personal Freedom
119
Putting the Seven Golden Rules
139
Interviews with Cult Experts Rick Ross
151
Notes
161
Index
171
Copyright

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About the author (2002)

Matthew W. Ragas, founding editor for RagingBull.com and author of Lessons from the E-Front, is president of Matthew Ragas & Associates, a business development firm. He lives in Hamonte Springs, Florida, and can be contacted at Matt@PowerofCultBranding.com.

Bolivar J. Bueno is an independent marketing consultant and cult branding expert. He is a lifelong student of marketing and the study of the powerful relationships between brands and customer loyalty. Bueno lives in Orlando, Florida, and can be contacted at bjb@powerofcultbranding.com.

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