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