Most of us have read about the cult-like nature of brands like Apple. It’s mainly on a surface level and built around hype. What I want to know about are underground entrepreneurs who are pushing the boundaries a little harder than the big corporations do. Taking it into somewhat dangerous territory is what interests me most about the topic, given my own history. Let me explain…
Category Archives: Standpoint
Happy Science: Marketing Lessons Learnt from a Melbourne Cult
If you have read my book, The Simple Manifesto, you'll know I'm curious about cults and what makes them successful, despite their (often) bizarre belief systems. In the book I share how cult-like strategies can grow businesses. The Age recently ran a story about a controversial new religion, so I had to explore it further.(more…)
Is Adam Goodes Good for David Jones?
It's been almost a month now since the announcement of Adam Goodes as "brand ambassador" for David Jones. Now that the dust has settled and the initial noise by the "booers" is over, has it been a good move for David Jones?(more…)