BRAND CULT

Description

marketing Mind Map on BRAND CULT, created by Monica troncoso on 21/03/2019.
Monica troncoso
Mind Map by Monica troncoso, updated more than 1 year ago
Monica troncoso
Created by Monica troncoso over 5 years ago
35
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Resource summary

BRAND CULT
  1. Apple Computer Corporation
    1. less than 4% personal computer market
      1. Loyal consumers
      2. Steve Jobs
        1. Possesses cult like behavior
          1. High demanding managerial style
            1. Charismatic
              1. Charming vs Horrible
          2. Mac = Religion
            1. converting non-believers, salvation can be achieved by transcending corporate capitalism
          3. Consumption communities
            1. Sense of unity
              1. Commonality
              2. Subculture of consumption
                1. Identifiable, hierarchical social structure
                  1. unique ethos
                    1. Unique jargon
                      1. Rituals
                        1. Models. of symbolic expression
                        2. Cult brands
                          1. Apple
                            1. Harley Davidson
                              1. Jimmy Buffett
                              2. Linux
                                1. Oprah Winfrey
                                  1. Vans Shoes
                                2. Volkswagen Beetle
                                  1. World Wrestling Entretaiment
                                3. Creation Myth
                                  1. Dominate 15% of overall personal computer market
                                    1. Viewed as rebels by other corporations
                                    2. founded Apple Computer on April Fool’s Day 1976
                                      1. Hero Myth
                                        1. Job’s rise and fall within Apple Computer = classic example of the Heroic Adventure
                                          1. Call to adventure
                                            1. Helper
                                              1. Wonderous Journey
                                                1. Trials
                                                  1. More Helpers
                                                    1. Apotheosis
                                                      1. Flight
                                                        1. Resurection
                                                          1. Boon that restores the world
                                                            1. Released the IMac, with revitalized the world of Apple, saved the corporations and the faith in cult of Macintosh
                                                            2. After 11 long years, Job’s resurrected and CEO of Apple once again, following him and his devoted employee releasing…
                                                            3. The height of success, only a year after Apple reported its first ever corporate loss, within 2 months Job’s was stripped from his position and took flight in his departure from Apple
                                                            4. The rise of him becoming a sacred legend with the introduction of the Macintosh computer
                                                          2. battles with IBM and Microsoft, the flop of the Apple 3 and Lisa computer
                                                          3. Began the journey involving the rise of Apple Computer to become a multimillion dollar company
                                                          4. mets his helper Steve Wozniak
                                                          5. Job’s membership in the Homebrew Computer Club
                                                      2. Satanic Myth
                                                        1. Apple 2 major Satan’s
                                                          1. IBM
                                                            1. Microsoft (Bill Gates)
                                                          2. Other Cultic Themes
                                                            1. User friendly
                                                              1. Mac wins over Microsoft
                                                              2. Mac followers thinks the company isn't in pursuit to make move but to innovate
                                                                1. Ads often provide a counter-cultural image which members of the cult relish, the commercial being
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