In the marketing world, the phrase “passion brand” refers to a product that has a passionate following among its customers. In addition to being loyal to the product, the customers also personally identify with it. If necessary, they will expend the time and energy to defend the product when someone criticizes it. The ownership of the product becomes a statement in and of itself — a statement that the customer has achieved a special status because of their affiliation with the product.
You may have heard of Ben Shapiro. He’s an American conservative political commentator, lawyer, and author. Shapiro has a podcast that I sometimes listen to. A podcast is a digital audio recording that can be listened to after it has been downloaded from the internet onto a computer, iPad, iPhone, or other digital device.
The phone call woke me up in the middle of the night. The exact time was 2:57 a.m. The voice on the other end was from a man I had represented on a previous occasion. For the purpose of this article, I’m going to call him “Jake.” When I answered the phone, the first thing I heard was, “Hey Harry. This is Jake. Before I tell you why I’m calling, do you need time to clear your head?” He paused and then said, “Are you alert enough to have a conversation with me?” “Yea, Jake. What’s going on?”
During the 1970s, when I was in high school and then college, there were three popular family singing groups in America: the Partridge Family, the Osmonds, and the Jackson Five. The Partridge Family had a weekly TV show that aired from 1970 to 1974, and two of the Osmond siblings, Donny and Marie, had a weekly TV show that aired from 1976 to 1979. Both shows provided clean, wholesome family entertainment.
You may have heard of Rick Warren, the author of the book, The Purpose Driven Life, which has sold more than 30 million copies worldwide. Warren is the Evangelical Christian pastor of Saddleback Church, which is located in Lake Forest, California. Saddleback Church has more than 20,000 members and is the eighth largest church in the United States.
Last week, I wrote about the importance of practicing healthy paranoia. The definition of “paranoia” is “a tendency on the part of an individual or group toward excessive or irrational suspiciousness and distrustfulness of others.” My definition of “healthy paranoia” is “the intentional practice on the part of a person to be reasonably and rationally suspicious and distrustful of people who the person is not intimately familiar with, so the person can guard against unanticipated surprises and dangers.”