Death of a Branding Expert
April 19, 1993 marked the date that a great branding expert lost his life. He died like he lived – in the most violent and public way possible. The event that killed him was broadcast live around the world.
In all, 76 men, women and children lost their lives. The official cause of death was fire, smoke and heat. The true cause was their passionate belief in the brand he created.
The branding expert was David Koresh, and his brand was the Branch Davidians.
Betcha never thought of David Koresh as a Branding Wizard, right? He wasn’t the only one of his breed. There were plenty of others like him. Consider:
A brand expert and a cult leader use similar tactics to execute their strategy. The names of these famous cult leaders are still recognized today:
- Rav Croc (McDonalds)
- Harlan Sanders (Kentucky Fried Chicken)
- Steve Jobs (Apple)
- Elon Musk (Tesla)
- Phil Knight (Nike)
True, all 10 men were brilliant, charismatic and manipulative.
Yet those traits are not necessary to build a great brand.
In fact, the line between “great cult leader” and “great branding expert” is entirely imaginary.
And frankly, the cult leaders make much better teachers…
The Cult Leader as Branding Expert
Effective cults don’t happen by accident.
Neither do great brands.
You want a brand that people have faith in?
You want a brand they turn to again and again in times of need or want?
You want a brand they eagerly tell others about?
You want a brand they stick with for life, regardless of what happens?
Then start learning from the best branding experts in the world: Cult Leaders.
Cult recruitment and retention techniques work. And you can use them to create an overpowering brand that blows your competitors away.
One warning though…
With Great Power Comes Great Responsibility
In the coming series of articles, I will explain how you can consciously harness the recruitment and retention techniques used by cults to create fanatical devotion and loyalty in your customers.
The good news is…
- You don’t have to be evil
- You don’t have to be a genius
- You don’t even have to be charismatic.
You do however have to consciously do the work.
I will explain that work step by step.
The bad news is…
Well, there isn’t any bad news.
Note: this series makes use of the the work of authors Patrick Hanlon, Eric Hoffer, Margaret Thaler Singer and a host of others whom I don’t remember.