Brand Worship
The Book Douglas Atkin; The Culting of Brands: Turn Your Customers Into True Believers, Portfolio, Penguin, New York, 2004. The BIG Idea We all crave ‘meaning’ and ‘belonging’. Cult-like brands have become the new religion because they provide these two basic human needs. Speed RAP People queue overnight to be the first into the new […]
A Short History of Branding: A Soap Story
Once upon a time in a small village, a local soap maker produced his wares and sold them out of his own front door. For the other locals in the town this was a godsend. After their weekly bath you could hear them sing, ‘Clean at last! Clean at last!’ As the village became a […]
Brand Worship: Defining Your Cause
If you’re not out to cause anything then you might as well go back to bed! What’s the point of your brand? What’s the reason it exists? What’s the spirit behind it? What stand are you taking? In our RAP, Brand Worship, we propose a branding plan for building a cult-like brand. It’s derived from […]
Brand Worship: The Culting Edge
We all crave ‘meaning’ and ‘belonging’. Cult-like brands have become the new religion because they provide these two basic human needs. In our RAP, Brand Worship, we propose a branding plan for building a cult-like brand. It’s derived from Douglas Adam’s The Culting of Brands. Here’s RAP 1, The Culting Edge highlighting: The Cult Paradox […]