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The power of cult branding : how 9 magnetic brands turned customers into loyal followers (and yours can, too)

Author: Matthew W Ragas; B J Bueno
Publisher: Roseville, Calif. : Prima, ©2002.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
"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 without blowing a fortune on advertising."--Jacket.
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Document Type: Book
All Authors / Contributors: Matthew W Ragas; B J Bueno
ISBN: 0761536949 9780761536949
OCLC Number: 50006569
Description: xliv, 178 pages : illustrations ; 24 cm
Contents: Introduction: Our Search for the Secrets to Brand Loyalty --
Rule 1. Consumers Want to Be Part of a Group That's Different. Oprah Winfrey. Apple Computer. Volkswagen. Linux. Jimmy Buffett --
Rule 2. Cult Brand Inventors Show Daring and Determination. Star Trek. Oprah Winfrey. World Wrestling Entertainment. Harley-Davidson. Volkswagen --
Rule 3. Cult Brands Sell Lifestyles. Jimmy Buffett. Linux. Vans. Apple Computer --
Rule 4. Listen to the Choir and Create Cult Bran Evangelists! Star Trek. Vans. Jimmy Buffett. Apple Computer. Volkswagen. World Wrestling Entertainment. Linux --
Rule 5. Cult Brands Always Create Customer Communities. Harley-Davidson. Star Trek. Jimmy Buffett. World Wrestling Entertainment. Apple Computer. Vans.
Responsibility: Matthew W. Ragas, B.J. Bueno.
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Abstract:

"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 without blowing a fortune on advertising."--Jacket.

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