An analytical presentation on cult branding

1. A deconstruction approach
By Vikas Dubey
DMS-SOM

3. Anwer :
They are all Cult Brands
Oprah Winfrey
Osho
Apple
VW Beetles

5. “In a consumer culture people no
longer consume for merely functional
satisfaction, but consumption becomes
meaning-based, and brands are often
used as symbolic resources for the
construction and maintenance of
identity.” –Elliott & Davies

6. „The purpose of a myth is to provide a logical model capable of
overcoming a contradiction.
- Claude Levi Strauss (Eminent Anthropologist)

7. The Myth at the heart of Harley Davidson
Binary OppositesIndoor 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

8. Binary opposites: Binary oppsitions
Beauty vs Brai becomes Brain vs Beauty
a cult.
Passive vs Active
Acceptance vs Change
She resolves these
apparent contradiction.
She has cult following

9. Binary Opposites
Emotions vs Logic
Space vs Objects
Detached vs Humane
Complexity vs Simplicity
Apple Succesfully Resolves
these contradictions .

10. 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

11. 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/

12. Thank You