Book Rapper Brand Worship

BRAND WORSHIP
TURN YOUR CUSTOMERS INTO A CULT FOLLOWING

Book Rapper
Tuesday, March 3, 2009

A Visual Presentation by
Geoﬀ McDonald and Book Rapper
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Book Rapper tracks trends
digs up big ideas
presents them visually
creates actions for you to do


The Book


Brand Worship is derived from...


By... Douglas Atkin


BIG idea
the


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 rst...


...into the new Apple temples.

Cult-like brands inspire...


extreme


extreme
religious-like


extreme
religious-like
customer loyalty


...and fanatical behaviour.


Customers are no longer satis ed with mere product.


They’re buying into an ideology with...


...meaning, purpose and value;


...an identity with personality;


...and a community of like-minded,
mutually interested souls.


The two most important elements of...


...a cult-like brand are...


wait for it...


the ideology and the...


interaction between your customers.


Your ideology provides...


...vision, meaning and desire.


The contact with you
and fellow customers...


builds...

...a community.


This provides...


meaning in a chaotic world and...


...a place of belonging.


Your Challenge


Start a cult today.


Cult your brand and...

...build a devoted following of loyal customers.


Be different ...


Be different ... and take a stand.


Build a meaning engine and a...


...community that lets your customers...


be more of
themselves.

The RAPs


Each RAP comprises...
RESOURCES : anything you use to generate wealth.
ACTIONS : an act of will, a deed completed.
PROFITS : to gain an advantage or benefit.


The Brand Worship RAPs...


RAP1 : The Culting Edge


RAPs 2-10 : The Brand Arrow


Touching

Meaning
Build
Cause

Belonging

Believe Demonize
Committing

Leading


RAP11: Your Brand Plan


The Culting Edge
RAP1


Trekkies,


football fans,


Mac users,


Harley riders,


Landmark Forum graduates,


eBay traders,


and hybrid car owners...


...often present cult-like devotion to their cause.


Studying successful cults is a powerful...


...source of insight for...


ng
ri
ve ss
co
un mele .
... ..
i
t es
he u
t iq
n
ch
te


...to brand worship and...


...extreme customer loyalty.

Cause
RAP2


What’s your cause?


What do you want to have happen?


If you’re not out to..


...cause anything...


...then you might as well...


...go back to bed.


Your cause is the...


SHARP END of your branding arrow.


It’s at odds with...


...the current world.


It needs to be...


...to attract a band of worshippers.


SPIRIT

PURPOSE STAND

Three Elements of Your Cause


PURPOSE : What’s Your Reason for Existence?


SPIRIT : What’s Your Point of Diﬀerence?


STAND : What’s Your Point of View?


Believe
RAP3


Belonging and believing are...


...bedfellows.


We need to belong to...


survive

And, we need to have similar beliefs to...


...create a common world so we can...


...survive together.


Consumers are no longer buying...


...mere products...


...they’re buying into a belief system.


And, this means they’re buying into...


communities of like-minded people with...


...similar worldviews.


AGREEMENT

DOCTRINE MANIFESTO

Three Elements of Your Beliefs


DOCTRINE : What do I believe?


AGREEMENT : The Socialization of Belief


MANIFESTO : What does my Charter say?


Build
RAP4


Your cause and your beliefs
become valuable when you...


...make them tangible.


Create physical building blocks to...


...enhance your group’s feelings of...


solidarity


Let them demonstrate that...


‘we’re in this together’.


These tangible elements are designed to create...


...group identity


...encourage advocacy and sharing,


about your group...


...by your group.


ICONS

RITUALS TOOLS

WORDS

Four Elements To Build


RITUALS : What will I do regularly?


LANGUAGE : What words do I use?


ICONS : Which Symbols Remind Us of Your Cause?


TOOLS : What equipment do I use?


Demonize
RAP5


Appealing to the masses is the opposite of...


...how you get cult-like devotion.


Stop trying to please everyone!


Got it?


Your goal is to create a...


...distinct group identity


To achieve this you need to...


...separate yourself from other groups.


The most direct way to do this is to...


... nd an enemy to defeat.


Who or what is your biggest threat?


This can be real or intangible.


STATE
TO BE NOT TO BE
OF
MIND

PEOPLE US THEM

ALLIES ENEMIES

The Four Elements of Demonize


EXCLUSIVITY : What is the price of entry?


Touching
RAP6


A big mistake to avoid is to...


p/l ≠ B
...believe your product or logo is your brand.


Your brand is...


...the feeling people get when they...


talk about and...


...interact with your business.


It’s an emotional charge and to...


...create brand worship you need to...


w

o

h

your ock


come into contact with...


...your brand.


PEOPLE

BELONGING INTERACTION

Three Elements of Touching


BELONGING : Let me be more of me


PEOPLE : Invite the right people


INTERACTION : Create points of contact


Meaning
RAP7


Products can easily be...


...copied.


Even service is turned into a...


commodity, sold and imitated.


Providing a way for consumers to create...


meaning in their lives...


...is more diﬃcult to duplicate

...and easier to charge a premium for.


Cult brands give us the chance to...


...act out our values


...and beliefs.


They’re complete meaning systems.


They enable members to...


...make sense of their world.


It’s part of what your community is...


...buying into.


MEANING

CREATION DISTINGUISH

Three Elements of Meaning


MEANING : Make sense of the world


CREATION : Use myths and stories


DISTINGUISH : Articulate or Build


Belonging
RAP8


Feeling secure within a group of people is...


a key safety net for living.


It allows individuals to...


...to feel strong enough to...


...expose their inner thoughts,


feelings


...and true self.


Business celebrates being...


‘customer
focussed’


yet misses the chance to...


ful l the basic human need of...


...belonging to a group of like-minded people.


CARE
INDUCTION CONNECTION

Three Elements of Belonging


CARE : Look after each other


CONNECTION : Create shared experiences


INDUCTION : Design your welcome


Committing
RAP9


The act of committing comes with...


...buying into the ideology.


Yes, I believe that.
Yes, I will act like that.
Yes, I’ll be part of that.


The key to commitment is...


it...
...to increase


steps
size
bite
in

You don’t get married...


...on your rst date.


increase the interactions to


increase the relationships.


And, break d
o
w
n the barriers to...


...committing.


INVESTMENT

GROWTH

Two Elements of Committing


GROWTH : Building the steps of commitment


INVESTMENT : Trading & rewarding commitment


Leading
RAP10


Leading a community of people who...


choose to follow you is...


different
...very from leading a...


band of employees or conscripted soldiers.


Your tone of voice needs to...


...re ect that you DON’T...
...T’NOD uoy taht tce er...


...own your community


and you’ll need to...


...in uence the group in different ways.


OWNERSHIP

TENSION CONTROL

Three Elements of Leading


TENSION : Manage sameness and diﬀerence


OWNERSHIP : Hang on or let go


CONTROL : Command or nurture


Your Brand Plan
RAP11


Take action
in each of the nine areas
of the Brand Arrow


Want More?


This has been an introduction to the Brand Worship RAP.


RAP11 : Your Brand Plan


BR Members can get the complete set of We Blog RAPs at...
www.BookRapper.com/members


Otherwise, to get the full Brand Worship RAP...


2
...twomore complimentary issues...


...Register for our complimentary

3
three issue Trial...


To get your 3 Issue Trial, including Brand Worship, register at...


www.BookRapper.com/brandworship


Email Me!
Geoﬀ McDonald...
Book Rapper
Book Rapper provides Author.
innovation + leadership
workshops and keynote
presentations based
upon the hot trends in
the books we RAP. We
can help you pro t from
the ideas in this RAP.


More Book Rapper Resources...
www.BookRapper.com/rappers.html


Read the Book Rapper Blog...
www.BookRapper.com/blog.html


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www.BookRapper.com


Book Rapper Brand Worship

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