The Culting Of Brands: When Customers Become True Believers - Hardcover

Atkin, Douglas

Hardcover

ISBN 10: 1591840279 ISBN 13: 9781591840275

Publisher: Portfolio, 2004

Synopsis

An analysis of the process of branding offers insight into how companies cultivate near-fanatical customer loyalty, identifying the commonalities between cults and corporations that use cult-branding techniques, and explaining how marketers and business leaders can attract and retain consumer population segments as well as loyal employees. 35,000 first printing.

About this title

Synopsis:

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 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 phenomenom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.

About the Author:

Douglas Atkin is the director of strategy at one of New YorkÂ’s hottest advertising agencies, Merkley Newman Harty. He has worked with numerous clients to increase their cult appeal, including Mercedes, Pfizer, Smith Barney, Fila, and JetBlue. This is his first book.

About this edition

• Publisher: Portfolio
• Publication date: 2004
• ISBN 10: 1591840279
• ISBN 13: 9781591840275
• Binding: Hardcover
• Number of pages: 288