I like to read a lot of books, especially those I think that I will profoundly disagree with. Constantly challenging my opinions is part of my learning process.
I'm about halfway through Douglas Atkin's new book The Culting of Brands. And I have to say, that I'm surprised, but it looks like he has a lot to say that makes sense. Essentially, Atkins proposes that Brands are becoming the centre of virtual communities, which are replacing the old fashioned geographically centred communities that we are used to. He also believes that brands help us create meaning and identity.
My only reservation about this concept is that it will likely be misused and misapplied by those who are addicted to management ghuru books. Not every brand is ready to become a cult brand.
Here is the thing. You can't make a silk purse out of a sow's ear. If a brand is not well managed, does not have strong brand equity, and a clear brand positioning, good distribution, if its fundamentals are not carefully managed, it will never get to the point where a community or cult will form.
Yes, savvy marketers can do things to encourage the development or culting of a brand, but, if the foundation of a strong brand isn't in place, then the creation of a cult can never happen.
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