CULT BRANDING A deconstruction approach
By Vikas Dubey
DMS-SOM
WHAT THESE PICTURES HAVE IN COMMON?
Anwer :
They are all Cult BrandsOprah Winfrey
Osho
Apple
VW Beetles
CULT BRANDS ARE A SPECIAL CLASS OF MAGNETIC BRANDS THAT COMMAND SUPER-HIGH CUSTOMER LOYALTY AND ALMOST EVANGELICAL CUSTOMERS OR FOLLOWERS WHO ARE DEVOTED TO THEM.
DECONSTRUCTING CULT BRANDS
“In a consumer culture people nolonger consume for merely functionalsatisfaction, but consumption becomesmeaning-based, and brands are oftenused as symbolic resources for theconstruction and maintenance ofidentity.” –Elliott & Davies
CONSTRUCTING MYTH AND MEANING
‘The purpose of a myth is to provide a logical model capable of overcoming a contradiction.
- Claude Levi Strauss (Eminent Anthropologist)
The Myth at the heart of Harley Davidson Binary OppositesIndoor vs Outdoor,Adventure vs Security ,Known VS Unknown ,Mechanical vs Aesthetic ,Speed vs Control .,Authority vs Submission.
Thus Harley Davidson brand seeks to resolve these binary oppsitions and in the process creates a cult brand
MYTH AT THE HEART OF BRAND OPRAHBinary opposites: Beauty vs Brai becomes a cult.
Binary oppsitionsBrain vs Beauty
Passive vs Active
Acceptance vs Change
She resolves these apparent contradiction.
She has cult following
MYTH AT THE HEART OF APPLE Binary OppositesEmotions vs Logic
Space vs Objects
Detached vs Humane
Complexity vs Simplicity
Apple Succesfully Resolves
these contradictions .
WHAT IT TAKES ?
Cult brands create tension by means of Binary Opposite Values .
They Resolve the apparent contradiction by offering meaningful features.They add an outer layer of Boundary, Intiation,Rituals and Leaders .
As a result they become larger than life cult brands
REFERENCES 1. Montey Alexander , “Myth at The
Heart of Branding” ,ESOMAR Congress 1996.
2. Aidan O'Driscoll, “Exploring Paradox in Marketing “.
3. http://cultbrands.com.au/
Thank You