A deconstruction approach           By Vikas Dubey                 DMS-SOM
Anwer :They are all Cult BrandsOprah WinfreyOshoAppleVW Beetles
“In a consumer culture people nolonger consume for merely functionalsatisfaction, but consumption becomesmeaning-based, an...
„The purpose of a myth is to provide a logical model capable ofovercoming a contradiction.                    - Claude Lev...
The Myth at the heart of Harley DavidsonBinary OppositesIndoor vs Outdoor,Adventurevs Security ,Known VS Unknown ,Mechani...
Binary opposites:        Binary oppsitionsBeauty vs Brai becomes   Brain vs Beautya cult.                         Passive ...
Binary OppositesEmotions vs LogicSpace vs ObjectsDetached vs HumaneComplexity vs SimplicityApple Succesfully Resolvesthese...
Cult brands create tension by means ofBinary Opposite Values .They Resolve the apparent contradictionby offering meaningfu...
1.   Montey Alexander , “Myth at The Heart of     Branding” ,ESOMAR Congress 1996.2.   Aidan ODriscoll, “Exploring Paradox...
Thank You
Cult branding
Cult branding
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Cult branding

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An analytical presentation on cult branding

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Cult branding

  1. 1. A deconstruction approach By Vikas Dubey DMS-SOM
  2. 2. Anwer :They are all Cult BrandsOprah WinfreyOshoAppleVW Beetles
  3. 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. 4. „The purpose of a myth is to provide a logical model capable ofovercoming a contradiction. - Claude Levi Strauss (Eminent Anthropologist)
  5. 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. 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. 7. Binary OppositesEmotions vs LogicSpace vs ObjectsDetached vs HumaneComplexity vs SimplicityApple Succesfully Resolvesthese contradictions .
  8. 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. 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. 10. Thank You

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