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.
I bought this book at the suggestion of Roy Williams (Wizard of Ads- GREAT books!), but it really just made me wonder if he's getting a kickback for the recommendation.
It's an easy read. If you've got time and you want to learn a little bit, go ahead and pick it up. But overall, I'd rate it as average and nothing groundbreaking.