BRAND CULT

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
        Charming vs Horrible
  2. Mac = Religion
    1. converting non-believers, salvation can be achieved by transcending corporate capitalism
Consumption communities
1. Sense of unity
2. Commonality
Subculture of consumption
1. Identifiable, hierarchical social structure
2. unique ethos
3. Unique jargon
4. Rituals
5. Models. of symbolic expression
Cult brands
1. Apple
2. Harley Davidson
  1. Jimmy Buffett
3. Linux
  1. Oprah Winfrey
    1. Vans Shoes
4. Volkswagen Beetle
  1. World Wrestling Entretaiment
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
3. Hero Myth
  1. Job’s rise and fall within Apple Computer = classic example of the Heroic Adventure
    1. Call to adventure
      1. Helper
        Wonderous Journey
        Trials
        More Helpers
        Apotheosis
        Flight
        Resurection
        Boon that restores the world
        Released the IMac, with revitalized the world of Apple, saved the corporations and the faith in cult of Macintosh
        After 11 long years, Job’s resurrected and CEO of Apple once again, following him and his devoted employee releasing…
        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
        The rise of him becoming a sacred legend with the introduction of the Macintosh computer
        battles with IBM and Microsoft, the flop of the Apple 3 and Lisa computer
        Began the journey involving the rise of Apple Computer to become a multimillion dollar company
        mets his helper Steve Wozniak
      2. Job’s membership in the Homebrew Computer Club
4. Satanic Myth
  1. Apple 2 major Satan’s
    1. IBM
    2. Microsoft (Bill Gates)
5. 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
  3. Ads often provide a counter-cultural image which members of the cult relish, the commercial being

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	Erstellt von Monica troncoso vor mehr als 5 Jahre