Friday, September 19, 2014

[K151.Ebook] Download PDF This Life I Live: One Man's Extraordinary, Ordinary Life and the Woman Who Changed It Forever, by Rory Feek

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This Life I Live: One Man's Extraordinary, Ordinary Life and the Woman Who Changed It Forever, by Rory Feek

This Life I Live: One Man's Extraordinary, Ordinary Life and the Woman Who Changed It Forever, by Rory Feek



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This Life I Live: One Man's Extraordinary, Ordinary Life and the Woman Who Changed It Forever, by Rory Feek

The story she said he was born to write.

Her story. His story. The love story of Joey and Rory.

By inviting so many into the final months of Joey’s life as she battled cancer, Joey and Rory Feek captured hearts around the world with how they handled the diagnosis; the inspiring, simple way they chose to live; and how they loved each other every step of the way. But there is far more to the story.

“My life is very ordinary,” says Rory. “On the surface, it is not very special. If you looked at it, day to day, it wouldn’t seem like much. But when you look at it in a bigger context—as part of a larger story—you start to see the magic that is on the pages of the book that is my life. And the more you look, the more you see. Or, at least, I do.”

In this vulnerable book, he takes us for the first time into his own challenging life story and what it was like growing up in rural America with little money and even less family stability.

This is the story of a man searching for meaning and security in a world that offered neither. And it’s the story of a man who finally gives it all to a power higher than himself and soon meets a young woman who will change his heart forever.

In This Life I Live, Rory Feek helps us not only to connect more fully to his and Joey’s story but also to our own journeys. He shows what can happen when we are fully open in life’s key moments, whether when meeting our life companion or tackling an unexpected tragedy. He also gives never-before-revealed details on their life together and what he calls “the long goodbye,” the blessing of being able to know that life is going to end and taking advantage of it. Rory shows how we are all actually there already and how we can learn to live that way every day.

A gifted man from nowhere and everywhere in search of something to believe in. A young woman from the Midwest with an angelic voice and deep roots that just needed a place to be planted. This is their story. Two hearts that found each other and touched millions of other hearts along the way.

  • Sales Rank: #206 in Books
  • Brand: HarperCollins Christian Pub.
  • Published on: 2017-02-14
  • Released on: 2017-02-14
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.29" h x .94" w x 6.38" l, 1.00 pounds
  • Binding: Hardcover
  • 240 pages
Features
  • This Life I Live: One Man's Extraordinary, Ordinary Life...

About the Author

A true renaissance man, Rory Feek is known as one of Nashville’s premiere songwriters, entrepreneurs and out-of-the-box thinkers.  He is a world class storyteller that crosses all creative mediums from music and film to books and the internet. 

As a blogger, Rory shares his heart and story with the world through his thislifeilive.com blog that has over 2 million Facebook followers.  The love story of he and his wife, her recent battle and loss to cancer, and his vignettes of unwavering faith and hope in the face of tragedy inspires millions of readers who follow along with each post.  

As a songwriter, Rory’s written multiple number-one songs, including Blake Shelton’s “Some Beach”, Easton Corbin’s “A Little More Country Than That”, and Clay Walker’s “Chain of Love”, and had dozens of other songs he’s written recorded by Kenny Chesney, Randy Travis, Reba, Trisha Yearwood, Waylon Jennings, and many others. 

As an artist, Rory is one-half of the Grammy nominated county-music duo Joey+Rory.  He and his wife Joey Martin toured the world, sold hundreds of thousands of records, and have their own weekly hit television show that airs all across the country on RFD-TV. Their latest album “Hymns That Are Important To Us” sold 70,000 copies the first week and debuted at number on Billboard album charts.  

As a filmmaker, Rory just finished directing his first feature-length film, “Josephine”, an epic love story set during the declining months of the Civil War, with a screenplay that he co-wrote with Aaron Carnahan.  Rory has three other screenplays in process.  He also writes, shoots and edits their music videos, and is the creator of the television shows and specials in which he and his wife appeared.   

He and his 2 year-old daughter Indiana live an hour south of Nashville in an 1870’s farmhouse near their family-owned diner, Marcy Jo’s Mealhouse. 

Most helpful customer reviews

17 of 17 people found the following review helpful.
Get your tissues ready!
By Kindle Customer
I have listened to Joey & Rory's music for a long time and her voice is how the Angels sound. I followed their story and cried with every new bit that came out. I was devastated when Joey passed, like so many others. But in this story of their life, love for each other, their love of God, their ups and downs I felt my heartstrings being pulled so tight. What a complete total love story, not only for them but to God. This book is beautiful, joyful, heartbreaking and faith. For those who don't know their story, read this book. It will give you such an insight to them and to their testament to the will of God. What a wonderful book. I wish that Joey could be here to read it, but she lived it. May Indy read this one day and have the chills run down her spine like mine did while reading this book. I cried during reading it and after. If I could give Rory a hug, I would. May his life continue to be full of love and faith, living with Indy, Heidi & Hope. He is one of a kind. So is this book. A true treasure to read. Couldn't put it down. Read it straight through, even with tears coming down my face.

12 of 12 people found the following review helpful.
A Natural Storyteller
By Melissa Carr
I briefly hesitated to buy this book only because I read Rory's wonderful blog closely over the last year and a half and didn't know if the material would be much different. However, I'm glad I purchased the book. I needed something positive and inspirational, and it is positive and inspirational--and the material IS different from the blog. He intentionally doesn't rehash material that he's shared previously on the blog, which I appreciate because I enjoyed reading about his younger years, not just because I wanted different material as a consumer. I think the book could have been even more thoroughly developed regarding his later childhood years (the ones he can remember the most) and mid-adulthood, and the end of the book is a bit abrupt, even though it concludes nicely. I assume that it is a bit abrupt not only because the last few years of his life are well-documented on the blog but also because he wants to respect his wife's privacy and dignity. As a reader, I understand both reasons. But, I still would have enjoyed reading more about his pre-Joey adulthood, as it would have been interesting and would have filled out the book a little more. I do enjoy a robust memoir.

Rory's writing style is easy and pleasant, and it reads like he didn't fight the page or the words much in trying to tell his story clearly, which is enjoyable and which speaks of a natural storyteller and writer. I will likely read it again soon because his descriptions of his inner world when he was fighting to be a better man and to fulfill his life's purpose spoke to my current mindset. I need it, and I appreciate it.

3 of 3 people found the following review helpful.
One Part of the Perfect Duo.
By Tommy D. Strong
Where to start? I've been a fan of Joey + Rory Feek since I heard Joey Martin's first single, Strong Enough To Cry on an old Radio single disc that I received after ordering it for a studio copy of Rebecca Lynn Howard's "No One'll Ever Love Me" single. From that day I was hooked. After that I started following them on Can You Duet, through Cheater Cheater, the TV show, the blog, and now the book.

Published by W Publishing Group, the book contains roughly 255 pages of tears of happiness, sadness, and hope. Some people may be disappointed with the beginning of the book, because it starts with Rory's life as a child, in fact, Joey doesn't come until roughly halfway through the book, but the build up is definitely worth it. I can't recommend this book enough, I laughed, I cried, I smiled, but most of all, I felt his faith.

When you start the book, you're going to feel sympathy for Rory as he grew up the way he did, always moving around with his siblings and mother while trying to make ends meet. The one story that truly gets me is the story of when his uncle Ron (Goombah) gives him the money to buy his first guitar, my eyes lit up as they were clouded with tears. Throughout the book, your views on Rory may change as he did. Rory's life was not an easy one, this book does delve into his darker past, such as the time he almost left his daughter's Heidi, and Hopie for good, but through the power of faith, he changes his mind, that's what this book is...FAITH.

As I stated earlier, Joey makes her debut roughly halfway through the book, and considering I've been a fan for years, I knew a good chunk of their story, but getting there? I was in awe and in shock. Joey and Rory's marriage was indeed rough in the first year or so, but as most of you reading this book already know, things do indeed work out.

I'm not going to lie, I'm a massive fan of the duo, and I did read this book with a jaded mindset, no one could really turn me against these guys, but who would want to? Rory stated on his blog, "This life I Live" that he's not a writer, and there are some instances where my high school English teacher would smack his hand with a ruler, but the book reads out perfectly, I did not put the book down until I had finished. In order to review the book, I did also order the MP3 CD version and listened to it as well (Rory himself reads the book) and I cried again.
The book itself is absolutely fantastic! The sticker price on the back of the book is 24.99, so if you can get the book on sale for 16.99 now, it's worth it, in fact it's worth the sticker price and much more. Rory quotes the lyrics to one of his songs in the book, so I feel it's necessary to do so here. "There's an end for me, it's my destiny, but my song will carry on" Joey's life will indeed live on based on those lyrics written by Rebecca Lynn Howard and Jason Mathews, but with this book? Their legacy will live on forever. God Bless you Rory, Heidi, Hopie, Indy, and especially Joey.

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Thursday, September 18, 2014

[Z641.Ebook] Download PDF Marine Bivalve Molluscs, by Elizabeth Gosling

Download PDF Marine Bivalve Molluscs, by Elizabeth Gosling

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Marine Bivalve Molluscs, by Elizabeth Gosling

Marine Bivalve Molluscs, by Elizabeth Gosling



Marine Bivalve Molluscs, by Elizabeth Gosling

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Marine Bivalve Molluscs, by Elizabeth Gosling

Marine Bivalve Molluscs is a comprehensive and thoroughly updated second edition of Bivalve Molluscs, covering all major aspects of this important class of invertebrates. As well as being an important class biologically and ecologically, many of the bivalves are fished and cultured commercially (e.g. mussels, oysters, scallops and clams) in a multi-billion dollar worldwide industry.

Elizabeth Gosling has written a landmark book that will stand for many years as the standard work on the subject. Chapters in Marine Bivalve Molluscs cover morphology, ecology, feeding, reproduction, settlement and recruitment, growth, physiology, fisheries, aquaculture, genetics, diseases and parasites, and public health issues. A full understanding of many of these aspects is vital for all those working in bivalve fisheries and culture.

An essential purchase for anyone concerned with this important class of animals, copies of Marine Bivalve Molluscs should be on the shelves of biologists, ecologists, environmental scientists, fisheries scientists and personnel within the aquaculture industry. Copies of the book should be available in all libraries and research establishments where these subjects are studied or taught.

Reviews of the First Edition
• An admirable achievement... a valuable addition to marine sciences libraries everywhere. The back cover of this book says that it is a landmark text that will stand for many years as the standard work on this subject. I can only agree with this sentiment. Aquaculture
• A welcome addition to the literature and provides the reader with a comprehensive overview of biological and environmental factors that affect and control both natural populations of marine bivalves and culture operations. Aquaculture International
• The author has done an admirable job in compiling a wealth of information into a readable text. Transactions of the American Fisheries Society
• Will serve well as a description of much of both the experimental biology and the aquaculture of bivalves. Journal of Experimental Marine Biology and Ecology
• Provides excellent reviews of all major aspects…an extremely important reference for anyone engaged in bivalve research, fisheries management, and aquaculture. Quarterly Review of Biology
• The book is very readable, in an easy style. It is well illustrated and there is a wealth of data and statistics presented. Bulletin of The Malacological Society of London

  • Sales Rank: #2060580 in Books
  • Published on: 2015-07-07
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.90" h x 1.10" w x 7.00" l, .0 pounds
  • Binding: Hardcover
  • 536 pages

From the Back Cover

Marine Bivalve Molluscs is a comprehensive and thoroughly updated second edition of Bivalve Molluscs, covering all major aspects of this important class of invertebrates. As well as being an important class biologically and ecologically, many of the bivalves are fished and cultured commercially (e.g. mussels, oysters, scallops and clams) in a multi-billion dollar worldwide industry.

Elizabeth Gosling has written a landmark book that will stand for many years as the standard work on the subject. Chapters in Marine Bivalve Molluscs cover morphology, ecology, feeding, reproduction, settlement and recruitment, growth, physiology, fisheries, aquaculture, genetics, diseases and parasites, and public health issues. A full understanding of many of these aspects is vital for all those working in bivalve fisheries and culture.

An essential purchase for anyone concerned with this important class of animals, copies of Marine Bivalve Molluscs should be on the shelves of biologists, ecologists, environmental scientists, fisheries scientists and personnel within the aquaculture industry. Copies of the book should be available in all libraries and research establishments where these subjects are studied or taught.

Reviews of the First Edition
• An admirable achievement... a valuable addition to marine sciences libraries everywhere. The back cover of this book says that it is a landmark text that will stand for many years as the standard work on this subject. I can only agree with this sentiment. Aquaculture
• A welcome addition to the literature and provides the reader with a comprehensive overview of biological and environmental factors that affect and control both natural populations of marine bivalves and culture operations. Aquaculture International
• The author has done an admirable job in compiling a wealth of information into a readable text. Transactions of the American Fisheries Society
• Will serve well as a description of much of both the experimental biology and the aquaculture of bivalves. Journal of Experimental Marine Biology and Ecology
• Provides excellent reviews of all major aspects…an extremely important reference for anyone engaged in bivalve research, fisheries management, and aquaculture. Quarterly Review of Biology
• The book is very readable, in an easy style. It is well illustrated and there is a wealth of data and statistics presented. Bulletin of The Malacological Society of London

About the Author
Elizabeth Gosling PhD, DSc, based at the Galway-Mayo Institute of Technology, Ireland, is an author of international repute with a huge wealth of research, teaching and hands-on experience of working with bivalves.

Most helpful customer reviews

0 of 1 people found the following review helpful.
Excellent treatments of feeding and reproduction
By George John Hechtel
Excellent treatments of feeding and reproduction. Attention is focused on a few commercially valuable bivalves, (on which most experimental work is done). Half of the book is on fisheries and aquaculture, which is Gosling's interest, but not mine. Had I known this I would not have purchased the costly book. If your interests match hers, it would be worthwhile.

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[T753.Ebook] Free PDF Informal Reading Inventory: Preprimer to Twelfth Grade, by Paul C. Burns, Betty D. Roe

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Informal Reading Inventory: Preprimer to Twelfth Grade, by Paul C. Burns, Betty D. Roe

  • Sales Rank: #5395531 in Books
  • Published on: 1985-01
  • Number of items: 1
  • Dimensions: 11.50" h x 9.00" w x .50" l,
  • Binding: Paperback

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Saturday, September 13, 2014

[G328.Ebook] Download QuickTest Professional: Covers QTP 9.2, 9.5, 10.00 and 11.00, by Vinnakota Ravi Sankar

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QuickTest Professional: Covers QTP 9.2, 9.5, 10.00 and 11.00, by Vinnakota Ravi Sankar

"Written by a seasoned IT professional with rich experience in software testing, this book discusses the concepts, features and benefits of QTP, a proven Functional Test Automation Tool, from the perspective of tool knowledge and real-time use. Focusing on QTP 9.2, the book explains all the features of QTP 9.2, 9.5, 10.00 and 11.00. A one-stop resource for easy and interactive learning of QTP, the book serves as a: • beginner’s guide for new users who want to work or have begun working on QTP projects • companion guide for experienced users including test engineers, test analysts, automation engineers, test leads and test managers • reference guide for students or professionals appearing for interviews on QTP or QTP certification tests ‘This book is a prime example of the fantastic resources new users have available … takes you through a tour of the functionality that will guide your automation efforts … [also] caters to more experienced users by diving deeper into the concepts of the tool and illustrating those topics through extensive discussion of real usage scenarios with detailed samples and case studies. … You have the opportunity to read an unbiased account of QTP translated from years of experience. … In the end, readers will have a single reference that covers topics from beginner to expert.’ —Boyd Patterson, President, Patterson Consulting, LLC (from the ‘Foreword’) "

  • Sales Rank: #2130705 in Books
  • Published on: 2013-04-12
  • Dimensions: 9.50" h x 1.41" w x 7.25" l,
  • Binding: Paperback
  • 622 pages

About the Author
Vinnakota Ravi Sankar has over 10 years of experience in software testing and has worked on several Test automation projects in Hewlett-Packard, Infosys Technologies and Automatic Data Processing. He holds a BE (Computer Science and Engineering) degree and a management certification, GMPIT (General Management Program for IT Professionals), from IIM Bangalore.

Most helpful customer reviews

2 of 2 people found the following review helpful.
Useful book
By L. Shvartsbeyn
http://www.amazon.com/gp/product/0070704554
This is an useful book which explains the concepts of QTP and helps to get practical knowledge in automated testing, which is very useful for beginners. This book is a perfect mix of the concepts which are useful for beginner and advanced professionals.

7 of 10 people found the following review helpful.
This book is like looking through the tutorial HP provided for learning QTP. I would not have bought this book if I knew....
By Michael M. Scott
This book is like looking through the tutorial HP provided for learning QTP. I would not have bought this book if I knew this was the case. The author did not provide examples based on his work experiences rather on the examples from the tutorial. I am disappointed.

2 of 3 people found the following review helpful.
Good for beginners
By QAWebTester
This is a good book for beginners who don't have access to QTP tool. It takes care of both GUI part of QTP and also the how to do it by code.I recommend this book for all QTP beginners and reference book for advanced users.

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Sunday, September 7, 2014

[T495.Ebook] PDF Ebook Shining Star: Introductory Level Workbook, by Kaye Wiley

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Shining Star: Introductory Level Workbook, by Kaye Wiley

Shining Star Student Workbook includes: * Reader's Companion Pages * Vocabulary Building * Grammar Practice * Skills for Writing that include Proofreading and Editing * Spelling Activities This research-based, five-level program is designed to accelerate language acquisition and help students reach grade-level expectations. Students work toward mastering reading, writing, literature, and content within a systematic language-development framework.

  • Sales Rank: #81447 in Books
  • Published on: 2004-02
  • Original language: English
  • Number of items: 1
  • Dimensions: 10.34" h x .50" w x 8.25" l, 1.19 pounds
  • Binding: Paperback
  • 240 pages

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Friday, September 5, 2014

[D358.Ebook] Free PDF PEARL JAM Pulsions vitales: 238 (French Edition), by Cyril Jégou

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PEARL JAM Pulsions vitales: 238 (French Edition), by Cyril Jégou

Formé à Seattle par le guitariste Stone Gossard et le bassiste Jeff Ament, Pearl Jam est devenu en moins de deux ans l’un des groupes de rock les plus populaires au monde, et accessoirement une figure du grunge aux côtés de Soundgarden, Nirvana et Alice in Chains. Emmené par Eddie Vedder, son leader charismatique et controversé, Pearl Jam est rentré dans l’histoire du rock avec Ten, premier album épique et passionné. En plus de vingt ans de carrière, le groupe a vendu 60 millions d’albums sans pour autant renier intégrité, respect de son public et sincérité. Ce livre raconte la genèse et l’histoire de ce groupe hors-norme au travers du grunge, phénomène rock ayant secoué la planète au début des années 1990.

  • Published on: 2013-10-16
  • Released on: 2013-10-17
  • Format: Kindle eBook

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Wednesday, September 3, 2014

[O173.Ebook] PDF Ebook The Culting of Brands: Turn Your Customers into True Believers, by Douglas Atkin

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At first glance, companies like Apple and Nike have little in common with organizations like the Hell’s Angels and the Unification Church. But in reality, they all fulfill the main definition of a cult: They attract people who see themselves as different from the masses in some fundamental way. Contrary to stereotypes, most cult members aren’t emotionally unstable—they’re just normal folks searching for a sense of belonging.

Marketing expert Douglas Atkin has spent years researching both full-blown cults and companies that use cult-branding techniques.He interviewed countless cult members to find out what makes them tick. And he explains exactly how brands like Harley-Davidson, Saturn, JetBlue, and Ben & Jerry’s make their customers feel unique, important, and part of an exclusive group—and how that leads to solid, long-term relationships between a company and its customers.

In addition to describing a fascinating phenomenon, The Culting of Brands will be of enormous value to business leaders. It will teach marketers how to align themselves with a specific segment of the population, how to attract and keep new "members," how to establish a mythology about the company, and how to manage a workforce filled with true believers. 

Once a brand achieves cult status, it becomes almost impossible for a competitor to dethrone it. The Culting of Brands will reveal the secrets of fierce customer identification and, most important, unbreakable loyalty.

  • Sales Rank: #97692 in Books
  • Brand: Brand: Portfolio Trade
  • Published on: 2005-05-31
  • Released on: 2005-05-31
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.20" h x .60" w x 5.40" l, .52 pounds
  • Binding: Paperback
  • 256 pages
Features
  • Used Book in Good Condition

From Publishers Weekly
Atkin, a strategy director for a New York ad agency, believes the process through which consumer brands build customer loyalty is equivalent to the way religious cults recruit members—and, he says, that's a good thing. To him, cults are little more than well-defined affinity groups engaging in a few activities outsiders find unusual because they believe something different. Yet his superficial consideration of groups like the Unification Church and the Landmark Forum rarely gets into the specifics of those belief systems, instead presenting a fuzzy image of people bonding together to give their lives meaning. (Obvious negative examples, like Waco and Jonestown, are cursorily dismissed as badly managed.) Atkin then takes this broad definition and applies it to the commercial realm, making a reasonable case that Harley riders and Apple users, among others, follow similar behavioral patterns. But he overuses the term "cult" to the point of meaninglessness: it's one thing to compare Marine Corps training to an initiatory ritual, quite another to label eBay or JetBlue customers cult members just because they use the product repeatedly. While little argument can be raised against Atkin's proposition that "few stronger emotions exist than the need to belong and make meaning," more conservative readers may balk at his notion that the decreasing power of our culture's traditional institutions is an opportunity to exploit those emotional drives for profit. Perhaps would-be cult leaders will be able to use Atkin's marketing strategies to repackage themselves for broader mainstream appeal.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist
Atkin, an advertising executive, examines the techniques to develop extreme buyer loyalty and discusses cults and cult-brand members' motivations, desires, and attitudes. The elements common to brand definition (used by companies such as Harley Davidson and Saturn) and to cult definition are ideas of community and belonging, ideology, devotion, and advocacy. Atkin researched many cults, including established religions, fan clubs, current and ex-marines, AA, and numerous CEOs of cult-brand companies and cult leaders. With the growth of sophisticated consumerism and the reality that institutions are increasingly inadequate sources of meaning and community, Atkin believes that alternative religion and brands that offer these benefits will flourish. His advice for establishing a cult brand includes understanding that people "buy" people and not things and ideas alone and investing at least as much into developing a cult brand as your members do in emotional and financial commitment, energy, and creativity. This is an insightful and challenging perspective on marketing for everyone, even those who may not agree with the author. Mary Whaley
Copyright © American Library Association. All rights reserved

From the Inside Flap
"Are cults really so bad? Veteran ad man Douglas Atkin doesn't think so.... Mr. Atkin has noticed the way that consumption has supplanted religion in many lives....At some level this sounds awful, but in fact Mr. Atkin has written an unusually readable and interesting book that focuses on how a cultlike devotion to products and brands arises from the human needs for belonging and satisfaction -- needs that may be especially acute in today's free-wheeling culture, in which ties of family, church, community and workplace seem looser than ever."
- Daniel Akst, The Wall Street Journal

Most helpful customer reviews

1 of 3 people found the following review helpful.
Meh...
By P. McCormack
This book is out of print. I don't even recall where I heard about it. As a whole it's an interesting look at brand loyalty. Saturn, Nike, Harley -- they have cult followings that rival few others. It was interesting to read the interviews with Marines and religious cult members to see how similar the sentiments are from faith to brand loyalty. But, I didn't get much of an education from it on building cult status for a brand. If you can find it, maybe it's worth the read. But don't go out of your way for it.

2 of 2 people found the following review helpful.
Better as a set of case studies than a "how-to," but good overall.
By J. Bosiljevac
The title of this book makes it sound creepier and more duplicitous than it is. First of all, forget all the negative connotations you have when you hear the word "cult." Atkins broadly defines a cult as a "group exhibiting a great devotion or dedication to some person, idea, or thing." A cult brand, then is when the group or community is built around a brand.

This, of course, is not a new idea. Marketers have always tried to get people to love their products with religious devotion. But Atkins articulates the similarity between brand cults and traditional cults and does extensive research into both, with the end goal being that marketers can apply the techniques of traditional cults to build brand cults. The traditional cults he uses (again, remember he has a broad definition) include the Catholic Church, Mormon Church, Unification Church, Hell's Angels, and a few more. On the brand side of things are the usual suspects: Apple, Ebay, JetBlue, Mary Kay, Saturn, Harley-Davidson--brands that have communities built around them.

The comparisons are interesting, but there is nothing shocking in his findings. People gain some of their identity from the groups, social or otherwise, to which they belong. Groups are formed around shared causes, interests, or philosophies. Therefore, it is only natural that as brands have come to create their own stories, characters, and philosophy (oftentimes independent of the functional benefit of their products), groups start to form around them.

I always find the case studies to be the most interesting part of these kinds of books. There's a lot to learn from brands that have done it right. Where the book falls a little short for me is when Atkins tries to define the rules for creating a cult brand. Sure, there are some guidelines to follow (e.g. don't alienate your consumer, don't lie to people, etc.), but most of them are just guidelines for creating good brands in general. I would argue that not every brand in every category can become a cult brand. And even a brand that has existing cultural cache and follows all the "how to cult your brand" rules is not guaranteed to become a cult brand. There are too many factors, too many stars that must line up. Sure you can try to encourage a cult brand (who wouldn't want to), but the implication that you can control the factors that lead to a brand becoming "culted" seems a bit of a stretch.

That all aside, this is a good read, and a deeper examination of a concept that first piqued my interest when I read Alex Wipperfurth's book, BRAND HIJACK.

0 of 0 people found the following review helpful.
Great reading for marketers and consumers alike
By G. Perera
You know all about cults: They are these manic groups of easily-led people who fall under the spell of a charismatic but demented leader. Right? Not so, according to Douglas Atkin in this book. In it, he argues that organisations need to embrace the principles of cults in their marketing, moving their brands away from just advertising to zealous cult-like affinity.

This is a controversial approach - and Atkin himself admits he doesn't always meet with enthusiastic approval when he brings up the subject. But his point is not to praise the behaviour of cults, but to encourage businesses to select the strong points of cults and apply them (presumably more benignly) to their brands.

Some of this might sound doubtful, unethical and even downright frightening (for example, "Demonise and persecute those on the outside!"). For cults that take over a person's life, this can certainly be the case. However, Atkin argues that when these principles are applied in an organisational context, they create a safe, secure sense of community that enhances your customer's life.

Whether you agree or not, it's a compelling read.

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