BRAND WORSHIPTURN YOUR CUSTOMERS INTO A CULT FOLLOWING

Book Rapper RAP2 Your Cause

Monday, 8 June 2009

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Monday, 8 June 2009

tracks trendsdigs up big ideaspresents them visuallycreates actions for you to do

Book Rapper

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The Book

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Brand Worship is derived from...

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Monday, 8 June 2009

By... Douglas Atkin

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The RAPs

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

Each RAP comprises...

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The Brand Worship RAPs...

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RAP1 : The Culting Edge

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RAPs 2-10 : The Brand Arrow

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Cause

Believe Demonize

Build

Touching

Meaning

Belonging

Committing

Leading

That’s this one!

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RAP11: Your Brand Plan

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CauseRAP2

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What’s your cause?

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What do you want to have happen?

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If you’re not out to..

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...cause anything...

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...then you might as well...

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...go back to bed.

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Your cause is the...

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SHARP END of your branding arrow.

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It’s at odds with...

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...the current world.

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It needs to be...

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...to attract a band of worshippers.

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Three Elements of Your Cause

SPIRIT

STANDPURPOSE

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PURPOSE : What’s Your Reason for Existence?

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SPIRIT : What’s Your Point of Difference?

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STAND : What’s Your Point of View?

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PurposeRAP2.1

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What’s your reason for existence?

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The purpose of your business is not...

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...making money.

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We need money like we need to...

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...breathe,

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...but breathing is not the purpose of our lives.

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Your purpose hits a deeper nerve.

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What’s the problem you are solving?

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What’s the concern you’re addressing?

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What are you aspiring to? Monday, 8 June 2009

If you stopped what you are doing

right now...

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would anyone notice?

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Would you be missed?

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A Clue...

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Human beings are social animals.

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How are you helping people live better lives?

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Mmm...

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...helping people live better lives?

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...better lives?

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Action: Define your purpose.

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What’s the real reason I’m/we’re in business?

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Why did I get out of bed this morning?

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Really?

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Do you expect me to believe that?

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Why did I REALLY get out of bed this morning?

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SpiritRAP2.2

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What’s your point of difference?

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Cars stopped being about transport long ago.

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Today we buy them for...

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comfort, safety, showing off and...

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...because we can.

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We live in a...

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Spiritual EconomyMonday, 8 June 2009

Not some airy-fairy, dressed in purple world.

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The spiritual are...

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‘issues bigger than daily living’

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They’re not physical.

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They’re symbolic!

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They’re not rational.

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They’re emotional!

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The good news is...

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...demand for the spiritual is constant.

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We need meaning and belonging today.

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And, we’ll need them again tomorrow.

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Your point of difference doesn’t...

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...live in your product features and benefits.

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Chunkup.

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It’s what your brand stands for.

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It’s what it represents.

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We consume and produce...

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beliefs,

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meaning,

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worldviews,

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aspirations, Monday, 8 June 2009

possibilities

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and...

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...dreams.

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Revlon started selling dreams

in a jar decades ago.

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The Church has b

een sellin

g salvation for centuries.

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Barack Obama is selling us ‘hope’.

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Action: Define your point of difference in...

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spiritual,

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emotional and...

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...symbolic ways.

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StandRAP2.3

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What’s your point of view?

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Which eggs do you buy?

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Free range? Cage? Organic?

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None – I’m a Vegan?

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It’s an everyday loaded question.Monday, 8 June 2009

We buy with our points of view.

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Did ya get that?

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We buy with our points of view.

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Eggs are produced in multiple ways because...

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...not all eggs are created equal.

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Consumers don’t want it that way.

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And neither do you!

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Sameness is the death of brands.

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To create a cult-like following requires...

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SOME DEGREE OF EDGE

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or alienation.Monday, 8 June 2009

Your brand must stand for something.

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It must represent...

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...a distinct alternative to the status quo.

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The good news is...

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...not everyone will like you and your opinion.

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That’s the point of branding:

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The sharper your edge the better.

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Superman stood for...

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‘Truth, Justice and the American Way’.

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His stand was to help people in need.

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Action: What’s your stand and...

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...what are you going to do about it?

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Define your stand AND...

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...the actions that would follow.

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What sort of eggs are you providing?

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Want More?

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This has been an introduction to the Brand Worship RAP.

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The Brand Worship RAPs...

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RAP1 : The Culting Edge

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RAPs 2-10 : The Brand Arrow

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Cause

Believe Demonize

Build

Touching

Meaning

Belonging

Committing

Leading

That’s this one!

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RAP11 : Your Brand Plan

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BR Members can get the complete set of We Blog RAPs at...

www.BookRapper.com/members

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

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here’s a secret link...

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...as long as you don’t tell the members...

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http://www.bookrapper.com/brandworship/10_brand.html

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Book Rapper provides 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.

Email Me!Geoff McDonald...

Book Rapper Author.

Monday, 8 June 2009

Read the Book Rapper Blog...

www.BookRapper.com/blog.html

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Look out for more slideshows at...

www.BookRapper.com

Monday, 8 June 2009