Be more successful with your branding by learning from cults and how to build a community.

1. BRAND WORSHIP
TURN YOUR CUSTOMERS INTO A CULT FOLLOWING
Book Rapper RAP1 The Culting Edge

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

4. The Book

5. Brand Worship is derived from...

7. By... Douglas Atkin

8. The RAPs

9. 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.

10. The Brand Worship RAPs...

11. That’s
this
one!
RAP1 : The Culting Edge

12. RAPs 2-10 : The Brand Arrow

13. Touching
Meaning
Cause Build
Belonging
Believe Demonize
Committing
Leading

14. RAP11: Your Brand Plan

15. RAP1 The Culting Edge

16. Trekkies,

17. football fans,

18. Mac users,

19. Harley riders,

20. Landmark Forum graduates,

21. eBay traders,

22. and hybrid car owners...

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

24. Studying successful cults is a powerful...

25. ...source of insight for...

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

27. ...to brand worship and...

28. ...extreme customer loyalty.

29. RAP1.1 The Cult Paradox

30. Contrary to popular belief...

31. people join cults not to conform but to...

32. ...be more of themselves.

33. This is the cult paradox.

34. An individual’s journey begins by...

35. ...feeling alienated or...

36. different from the world around them.

37. They begin searching for alternatives,

38. a place to fit.

39. You’ll know you’ve found it when you:

40. Feel safe and secure and...

41. Notice that feeling of difference
from the outside world is...

42. ...valued and honoured.

43. Finally, within this group you will be able to...

44. achieve things you couldn’t elsewhere.

45. As an individual you’ll...

46. grow within the group of like-minded others.

47. Think of the great teams...

48. you’ve played in during your career...

49. ...or watched achieve sporting success.

50. Everyone walks TALLER!

51. RAP1.2 More of Me

52. I want to
belong so I can
become...

53. “...more of me.”

54. The cult paradox is...

55. ...probably why ‘belonging’ is such an...

56. estimated part of marketing.
...under

57. Business celebrates being
‘customer focussed’ yet...

58. ...misses the chance to...

59. ...fulfil the basic human need of...

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

61. And, they miss an opportunity for...

62. ...more sales and...

63. ...greater customer loyalty.

64. If brands are the...

65. new religion...

66. ...it’s time for business to unite...

67. product and purchaser into...

68. ...a community of users.

69. It’s also time to...

70. direct attention to...

71. satisfying the universal needs of...

72. belonging, meaning & identity.

73. RAP1.3 Brand Devotees

74. The popular image of brand devotees is...

75. ...they are flawed.

76. They’re typically viewed as...

77. ...weak and shallow.

78. Yet, they’re just like...

79. ...you and me.

80. In fact,

81. ...they are you and me!

82. Action : Which brands do you worship?

83. Whilst your immediate reaction might be...

84. ‘not me’,

85. ask yourself…

86. Which gadgets make me feel cool?

87. If my car was a person, who would I be?

88. Which clothing, handbag or shoe brands
do I most like to strut in?

89. What’s my
‘don’t answer the phone my show’s on’
favourite TV program?

90. When did I last get dressed up to
cheer for my team?

91. Wasn’t it great to part of the mob?

92. What could I not live without?

93. Ok

94. Ok

95. Ok

96. I admit it...

97. I’m a brand worshipper too!

98. RAP1.4 The Brand Arrow

99. Brands live in the...

100. ...minds of the
consumer.

101. Therefore...

102. it’s a two way street.

103. Just like Web 2.0!

104. Fancy that...

105. Sometimes you need to drive your brand,

106. building it, creating it, designing it and...

107. ...telling it like it is.

108. And, sometimes you need to...

109. sit back and...

110. let your customers drive it,

111. shape it, talk about it, share it and...

112. tell you what’s going on.

113. Touching
Meaning
Cause Build
Belonging
Believe Demonize
Committing
Leading
The Brand Arrow is not...

114. ...a bunch of separate elements.

115. It’s a co-ordinated set of components
designed to...

116. ...lead your brand in a consistent direction.

117. Action : Apply the Brand Arrow to your organization.

118. Go through the 9-step RAPs
to create your cult-like brand.

119. Want More?

120. This has been an introduction to the Brand Worship RAP.

121. The Brand Worship RAPs...

122. That’s
this
one!
RAP1 : The Culting Edge

123. RAPs 2-10 : The Brand Arrow

124. Touching
Meaning
Cause Build
Belonging
Believe Demonize
Committing
Leading

125. RAP11 : Your Brand Plan

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

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

128. +

129. 2
...twomore complimentary issues...

130. ...Register for our complimentary
3
three issue Trial...

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

132. www.BookRapper.com/brandworship

133. 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 profit from
the ideas in this RAP.

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

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

136. Look out for more slideshows at...
www.BookRapper.com