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Cult branding

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An analytical presentation on cult branding

An analytical presentation on cult branding

Published in: Business, Automotive

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Transcript

  • 1. A deconstruction approach By Vikas Dubey DMS-SOM
  • 2. Anwer :They are all Cult BrandsOprah WinfreyOshoAppleVW Beetles
  • 3. “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
  • 4. „The purpose of a myth is to provide a logical model capable ofovercoming a contradiction. - Claude Levi Strauss (Eminent Anthropologist)
  • 5. The Myth at the heart of Harley DavidsonBinary OppositesIndoor vs Outdoor,Adventurevs Security ,Known VS Unknown ,Mechanical vsAesthetic ,Speed vs Control .,Authority vsSubmission.Thus Harley Davidson brand seeks to resolvethese binary oppsitions and in the processcreates a cult brand
  • 6. Binary opposites: Binary oppsitionsBeauty vs Brai becomes Brain vs Beautya cult. Passive vs Active Acceptance vs Change She resolves these apparent contradiction. She has cult following
  • 7. Binary OppositesEmotions vs LogicSpace vs ObjectsDetached vs HumaneComplexity vs SimplicityApple Succesfully Resolvesthese contradictions .
  • 8. Cult brands create tension by means ofBinary Opposite Values .They Resolve the apparent contradictionby offering meaningful features.They add an outer layer of Boundary,Intiation,Rituals and Leaders .As a result they become larger than lifecult brands
  • 9. 1. Montey Alexander , “Myth at The Heart of Branding” ,ESOMAR Congress 1996.2. Aidan ODriscoll, “Exploring Paradox in Marketing “.3. http://cultbrands.com.au/
  • 10. Thank You

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