Cult Brands : how consumers sell the brands
by Sankarshan Mukhopadhyay[sankarshanm@softhome.net]


Matthew Ragas, of Matthew Ragas and Associates, makes an interesting observation in respect of cult brands: it is all about how the consumers or end-users sell the brands. Nowhere is this phenomenon more uniquely expressed than in the rising sales of Harley Davidson bikes across the US. Priced at a premium well over the going rate, the fanatical fan following that Harley commands as well as the notion of freedom provided by it ensures that it remains one of the best selling brands. The same notion of a 'cult' fan following helping the sales and marketing along is evident in the case of Linux (or GNU/Linux � this is what will be meant hereinafter) and Mac OS. Given their strategic positioning as 'rebels', the brands appeal to a distinct cross-section of consumers. In this case, 'consumers' is used as opposed to the more commonly used 'end-users' so as to allow the perspective of the marketing side to be visible.

Ever since James Dean popularised the concept of a 'rebel without a cause', business brands have tried to sell themselves as such. Sometimes with a cause and sometimes without a justifiable one. Naomi Klein, in her now famous 'No Logo' traces the route of global corporatisation of the society. What is however not said in so many words is that more often than not, public relations exercises are created with exactly that aim in mind.

Cult brands are in general, when they appear on the scene, 'disruptive technologies or ideas'. Having gotten used to doing things in one way, the emergence of such brands challenges the existing pecking order. In the initial stages of the Linux movement, it derived its core strength from the antipathy towards the established social order which was represented by Microsoft. And the consequent strategic blunders committed by the Redmond giant ensured that a fan following was already trying out the new OS. Enthused by its claims of stability, security as well as the emotional gratification offered by being in the other camp, Linux OS on desktops and servers were soon de rigeur.

The brand is not simply the logo or the policies espoused by the organisation in relation to that product. The brand represents an emotional umbilical cord between the consumers and the company. As such 'cult brands' need to be re-invented and re-positioned on a regular basis.

The views and opinions expressed in the above article are those of the author. It does not in any way reflect those of the organisations with which he is in contact, neither is it a part of their public relations effort.
Copyrights to the above content belong to the author. Reprinting and/or republishing the same in any form using any media will require permission from the author as well as due acknowledgment.

- posted by sankarshan @ 3/17/2003 06:00:00 AM