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3 of 4 found the following review helpful:
Excellent book on branding Mar 12, 2003
By Dave Lakhani
Written in clear, no nonsense words that make you think about the basics of branding and what it should accomplish. Exceptional at showing how even the smallest company can create a cult brand. Should be required reading for every serious marketer.
7 of 10 found the following review helpful:
 mostly filler Jun 21, 2006
By Phreddy Tran
You could distill this entire book into a magazine article. It contains page after page of common sense filler, like explaining the Golden Rule, and such insights as "people like to communicate." And many of its premises -- such as all brands needing an enemy or rival -- are not substantiated by all 9 of their handpicked examples! At least Jim Collins made sure of that in "Good to Great" (a much better book). This book is filled with sloppy scholarship and derivative thinking by two no-names in the business.
7 of 10 found the following review helpful:
 I want to be the first kid on my block to own a Cult Brand Sep 29, 2002
By Frank Franklin
I highly recommend this book to anyone who has a deep love of their life's work -- like I do -- who yearns to see it succeed beyond their wildest expectations.
Who hasn't wanted to be the next Apple, Oprah, Harley or WWF? How is such a phenomenon even accomplished? This book teaches you exactly how it's done, but it doesn't stop there: it gives you the tools necessary to do it, all neatly wrapped inside of Seven Golden Rules, that spell out EXACTLY how to achieve converting customers into loyal followers who evangelize on a company's behalf. After reading this book, I FINALLY know how to achieve this!Now I know what it takes to convert them from simple customers into passionate fans who spread the good word and spend lots of money. The Power of Cult Branding offers a clear road map, peppered with real-life examples of how others have accomplished building Cult Brands. It's a doable and reproducible process. Ragas and Bueno have dispelled all the mystery on how any business - no matter what size, can achieve its ultimate dream.
The conclusion is my favorite because it takes you by the hand and walks you step by step through CUSTOMIZING the Seven Golden Rules so it's relevant to your situation. This chapter alone is more than worth the price of the book. I bought this book last Tuesday and I'm on the second pass ... it's already annotated with ideas on how I can apply the Seven Golden Rules to my own company's services. This book is going straight into my "frequently referred to" list of books. Buy it, you will not be disappointed.
10 of 15 found the following review helpful:
What's this about Cults?! Sep 29, 2002
By Tommy Campbel
Pay very close attention: "Cult Branding" and "The Seven Golden Rules" are going to make it into the vocabulary of marketers and business owners. Although the book seems to be geared towards small to mid-sized business owners, I suspect that even huge brands like Sears and IBM are going to want to build loyal followings around specific product offerings by applying the concepts and ideas spelled out in this book. I was at my college bookstore and at first, the title left me a bit perplexed: The Power of CULT Branding. It sounded negative to me, so it piqued my interest. I bought it after skimming through the pages. This relatively small book is deep; it made me think really hard. This book is groundbreaking in that it dares to go where other marketing books haven't: by drawing a parallel between loyalty exhibited by cult members to their cult and fans of successful brands to their brand. That took some daring on the part of the authors. When you read it, you'll see the brilliance behind the idea. After reading it, I discovered that it's not at all negative. On the contrary. All of the brands featured in the book facilitate people getting together so they can go and be with their "own kind." At these events, customers of these brands can form extended families that share in the same value system as they do. It's a practical guide to how a company can help and reward their loyal customers by supporting them, by helping the customer to achieve fullfilment in their lives. Take Harley, for example, they host bike week events and support bike clubs; Vans Shoes, they build skate parks; Jimmy Buffet, he does music that strikes a chord with people of many different backgrounds and they form groups who support and help each other. Power of Cult Branding is required reading if you've ever read any of the Guerilla Marketing books. Why? Simple. Because this one takes it a step deeper: it doesn't just talk about marketing techniques and ideas, it talks about taking it to the next level and speaking to the deepest needs of the customers so they'll rally around your brand. The book also offers some real fascinating insights into how the brands profiled in the book achieved their stardom. I gained a new appreciation and respect for the founders and teams that built these brands. It requires some serious effort to grow a business, but the advice contained in this book will make it that much easier for a business to achieve its goals of winning and keeping customers. Being a Marketing major, I'm recommending this book to my professors and peers.
4 of 6 found the following review helpful:
Modern Marketing on Your Hands. Oct 05, 2002
By Samuel Arthur
This is a book that will bring to your hands the modern marketing, giving you easy rules that will transform business into a miracle cult with followers that will promote your brand like a lifestyle. The human being needs to be part of a group and when you create a cult brand, you are giving people the opportunity... yes, the opportunity of being in a social group... all those things and more and more you will find it in this book. On top is very easy to read. After you start you won't stop untill you finish it.
My best wishes to Ragas and Bueno.
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