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DEC 2008

How Apple, Others Have Cultivated Religious Followings†

Nine Components That Powerfully Engaging Brands Share With Religion

Advertising Age, December 8, 2008 — Having spent years talking with brand fans — from obsessed Harley-Davidson riders to devoted Guinness drinkers to young Hello Kitty admirers (one of whom owns more than 12,000 pieces of Hello Kitty merchandise) — I've been struck by the power brands have over their followers. But can the apparent parallels between brands and religion possibly hold up? Have some brands actually managed to create their own religions by, coincidentally or deliberately, adopting triggers and tactics from the world of religion?

Category: Brand
Tags: Apple, Burj Al Arab, Coke, Guinness, Harley-Davidson, iPod, L'Oreal, LEGO, Pepsi, Prada, Tupperware, Brand Equity, brand loyalty, Brand Strategy, brand symbols, customer engagement, iconography, mission, vision
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JUN 2007

How Tupperware Made Itself Relevant Again†

Brand Shifts Image Via Endorsers Ice T, Brooke Shields, Sees Sales Increase 14%

Advertising Age, June 4, 2007 — Tupperware has undergone a resurgence of late, growing not only in places such as China and Russia, where Wal-Marts are still hard to find, but even in the U.S. and Canada.

Category: Brand
Tags: Tupperware, Celebrity Endorser, Relevance, Repositioning
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