Cult Branding Assertions - Essay Example

The author begins the conclusion chapter by asserting that the opportunity to create cult brands is good right now, and marketers should not be on the defensive; they should be taking advantage of it. He notes that consumer purchasing decisions are not just based on logic, but also have an emotional component; and an emotional predisposition towards a brand will give it an advantage even if the competition has more features or is less costly. Accordingly, marketers need to tap into this “need to belong and make meaning” (p. 199) that humans have by exploiting it through cult branding. He goes on to say that brands can be new centers of community and that he has studied cults because they are the most extreme form of community, yet some brands have a cult-like following because “brands can generate cult-like fanaticism” (p. 200). He notes that some marketers are disillusioned by the idea of consumerism replacing traditional community institutions and that others are skeptical that a brand can satisfy such a complex human need. The author, however, believes that brands are “credible sources of community and meaning” (p. 201) because we live in a spiritual economy.  He states that consumers and producers are part of belief systems, just as traditional religions are. He notes that while economies can rise and fall, spiritual demand tends to be constant and when the demand exceeds the supply, there is an opportunity for new entry; his example is the number of cults on the West Coast of America where the traditional church as failed to gain “market” dominance. This author is assured that people are looking for brands to provide multiple social functions and associations because society is now at a unique intersection that favors marketers. He articulates this idea by saying that “alongside alternative religions, brands are now serious contenders for belief and community” (p. 202).  The author sees a major recalibration of the role of brands and makes product-specific distinctions; a Macintosh computer has a cult following but is only a box of electronics, or Harley-Davidson motorcycles have a fanatical following but are inferior products to many other types. He concludes the chapter with advice to those who would try to give their product a cult following:  Make the brand different enough, but also “same enough” (p. 203); people buy people, not just things or ideas; develop tension with the norm, but not too much; and always communicate truthfully.  Finally, he advises that the brand manager should no longer think of himself as a “commander-controller”, but rather a “community nurturer” (p. 203). In this way, he reasons, the reader could produce a cult brand of his or her own.

The companies mentioned are primarily Apple (Macintosh computers) and Harley-Davidson motorcycles. Most would agree that these two companies have a strong cult brand identity. The people who use Macintosh computers are known to associate with each other and have a higher opinion of fellow owners, and Harley-Davidson motorcycle clubs exist all over the world.  Some people don’t consider a motorcycle to be “real” unless it is a Harley-Davidson. This is even though these vehicles are inferior in any way; they often break down and require more maintenance than other motorcycles. Other companies mentioned in passing are Saturn, the producers of sugared water, Mary Kay (cosmetics), and the WWF (professional wrestling). All of these companies have a dedicated and loyal following of consumers, who have adopted the brand as a part of their identity.

The article is a summation for making the case for cult branding. Brands can be more than products chosen logically; they can be emotionally driven associations with like-minded consumers that bind into communities. Companies, according to the author, should be moving aggressively to take advantage of the human need to have meaningful associations by adapting their brands to foster and maintain such community relationships.

This article was okay, but I didn’t like it as well as the others. It made the point about cult branding, and I know that there are communities that form around brands like Macintosh computers and Harley-Davidson motorcycles. That said, however, I think that devotion to a cult brand can be costly. As the author points out, the emotional response to the community and the product will win out over another, similar product with more features or a lower cost. This overall sacrifice is not the same as if it was a religious cult, but loyalty to a cult brand can be just as expensive.