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.

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

Business & Money

Bolivar J. Bueno

Matthew W. Ragas

Marketing & Sales

Prima Venture

Learn the seven reasons your customers will or will not talk about your brand. In Why We Talk, gifted marketing strategist and professional listener Bolivar J. Bueno dissects the evolution of word-of-mouth in the digital age and the unmistakable power shift that has taken place between marketer and consumer. Sharing one of the most insightful, organic concepts of this decade, Bueno bridges the monumental gap between the results business people want and the frustration they often get.

Why We Talk: Seven Reasons Your Customers Will - Or Will Not - Talk About Your Brand

Creative Crayon Publishing

As marketers in pursuit of consumer affections we've learned that a catchy phrase, a clever logo, a useful product, and even our stunning good looks are not enough to persuade discerning customers to fall madly in love with us, let alone commit to a long-term relationship. Rather, it s how we make the consumers feel about themselves when they are in our presence that gives us access to their hearts and thus, a key into their lives. Get hold of an idea like that and you've got a Cult Brand on your hands. But how do we unlock the mysteries the core-level human needs of the customer and inspire undying loyalty? Aspiring to such heights, although economically chivalrous, is in no way easy.  In the Cult Branding Workbook, the indispensable extension to the highly praised The Power of Cult Branding by Matthew W. Ragas and Bolivar J. Bueno (Crown 2002), Bueno shows us how to create enduring customer experiences that persuade consumers to line up, devoted hearts in hand. Combining contemporary business theory, humanistic psychology, and probing exercises, Bueno lays out an arsenal of tools guaranteed to help you understand and consistently focus on the deep human needs of your best customer.

Cult Branding Workbook: Seven Steps to Growing Your Business by Better Understanding Your Customer

Why We Talk: The Truth Behind Word-of-Mouth

Foreword by Former Chief Marketing Officer of Wal-Mart Paul Higham

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Books by Bolivar J. Bueno