How to end the debate on “cult brands” v/s “iconic brands”?


 

One of the biggest debates in the marketing and advertising circuits for a while has been on what makes a brand cultish? Any popular brand, which is not cultish, is generally considered as Iconic brand. Well does this call for debate or clarification? I am only qualified to do the former, let me try and put forth my understanding and learning before I let others to vent theirs.

Whether the brand has a cult / iconic status or not it must definitely stand the test of time. Both these statuses demand a brand to stand for values beyond functionality and must be rooted in popular culture and find a place in people’s lives over a long period of time.

Cult Brands: Apple, Volkswagen, Harley Davidson, Star trek and Benetton.

 

 

 

The word “Cult” originated from Latin word “Cultus” meaning worship or religious practice. And by extension it had started to connote the cultural aspects of religion like rituals, ceremonies, myths and personal sacrifices, miracles etc only later “Cult” started being associated with obsessive to faddish devotion to a religious myth or a religious leader or object of such devotion.

Now lets look at contemporary meaning of “Cult” in the context of brands:

Cult brands are the brands, which dare to be different and celebrate that difference and therefore posses the power of the loyalist who come together on a common ground for the common values and ideologies.

Cult brands are the brands, which are more evolved to just talk about functionality or the benefits of the category they peg themselves much higher in the human value systems, like upholding truth, honesty, simplicity, perfection and goodness. They intelligently tap into innate reserves of human conscious.

“ Star Trek” became a cult by being a crusader of human rights by juxtaposing humans and aliens, war and peace, racism and space born humanitarians all in an adventure story of planets and space.

Volkswagen” achieves with Beetle, all with utter common sense. Harley with it irreverence sense of fantasy and adventure. Apple does with its child like simplicity and perfection producing magical joy to the end user.

Now try to fit any Indian brands? Mahatma Gandhi? Osho? Thums Up? Old Monk? Royal Enfield? Rajinikanth? Mona darling? Its your turn to pick..

 

Iconic Brands: Coca Cola, Nike, McDonalds, Lego, Rolex, BMW Mini, Marlboro and Vespa.

 

A purist definition of “Icon” means an image; a representation of a sanctified personage; an important and enduring symbol; an object of great attention and devotion.

As mentioned earlier Iconic Brands posses the ability to transcend from product benefits to become part of people’s lives and of their popular culture. And they also have the ability to tap into collective desires and anxieties of people for instance Rolex taps into the desire to be successful, Coca Cola taps into the emotion of happiness, Marlboro into the need of freedom, Lego into the need of imagination for children.

Therefore the brands endure as long as the human needs exist and over a period of time they become synonymous with the values to become “Objects of desire or devotion.

Lets try to fit some Indian brands: Tatas? Amitabh Bachchan? Sachin Tendulkar?

Godrej ? Raymond’s ? Wills? Bajaj? Hero? Scooty? Nalli’s? MTR?

While there will be less debate on what make a brand Iconic or Cult, I recon their will be heated debate on which Indian brands can make it to the list.

The debate has just began.

 

 

 

 

 

“Ganesh” most loved god by people. And most fascinated by artist.


Today Hindus celebrate the festival of “Ganesh Chaturti”, where Lord Ganesh was made head of all deities by his father Lord Shiva, religion apart, Ganesh the half elephant- half human, short, fat and has rat (rodent) as his vehicle is the most loved god in India, he cuts across all religious and physical boundaries. In Bangkok or Barampur  no business is conducted without worshiping him, similarly there is no child in the sub-continent who can not draw Ganesha. His physical appearance and his stature as god of gods and his victory over his smart brother made him as an identifiable hero with kids. And growing up with this affinity is what makes him the favorite amongst the creative people. Like kids there is no poet, writer, painter or a caricaturist who had not dabbled with this lovable god’s image. Great painters right from Raja Ravi Varma to M F Hussain all were fascinated by him which is evident from their work.

The greatest contribution to Lord Ganesha came from the much celebrated Calendar art of Shivakasi a small town in Tamilnadu. Today Shivakasi is the second largest printing capital of the world only after Gutenberg of Germany what started as a backyard litho printing units of British India, developed into rich hindu calendar art/ film poster studios to present day offset.

As a child I used to make clay Ganesha for the festival celebrations, now my daughter follows the tradition.

Creation of Gandhi font.


Or is he a different type?

In hatred he saw love. In fear, courage. In weakness he saw strength. And in violence, truth. In cruelty he saw kindness. In anger he saw humanity. And in struggle, he saw peace. He saw things through his soul that are invisible to the eye. Yet through his eyes, we can still see the shining light of humanity. Mohandas Karamchand Gandhi. A different type.

Above are the words came out of Agnello Dias when I told him about my intention to create a font for Gandhi.

” There is no god higher than truth.” is what he said and is what got imprinted in my mind  ever since I was a little boy, my grand parents always told me stories of Gandhi at bedtime, I am still a vegetarian thanks to the impression he made on me. I am just a spec in billions who follow him. Once he said “Whatever you do will be insignificant, but it is very important that you do it.”

When Indian Industrialist Vijay Mallya salvaged the pride of a nation by bringing back the priced possession of a man who owned nothing. The day New York auctioneer announced auctioning of Mahatma’s spectacles the nation put her head down in shame, as embarrassed Indian government’s  desperate attempts to stall the action failed, Mallya’s $1.8 millon came to the rescue.

His glasses has a deep significance to all Indians, when he gave away the glasses in 1930’s to an army colonel he said ” these gave me vision to free India”. Today as we live in a free India we still are slaves to violence, terrorism, untouchability, communalism and many more evils. A young nation celebrates holiday on his birthday than his wisdom as Nitesh Tiwari one of our copywriters put it.

How do we make him and his vision relevant and how do we make people try to see the world through his eyes? Than the Idea of a typeface created out of his glasses came about.

Typographers from Leo Burnett went on to create this marvelous Gandhiji font in Devanagari and the team is working overtime to launch english and other Indian languages.( an up-date:English, Devnagari, Tamil, Telugu and Kannada are available ) The website went live last night http://www.gandhijifont.com

What’s the best way to keep Gandhi’s spectacles away from auctioneers than this?


Creation of Gandhi font.


Or is he a different type?

In hatred he saw love. In fear, courage. In weakness he saw strength. And in violence, truth. In cruelty he saw kindness. In anger he saw humanity. And in struggle, he saw peace. He saw things through his soul that are invisible to the eye. Yet through his eyes, we can still see the shining light of humanity. Mohandas Karamchand Gandhi. A different type.

Above are the words came out of Agnello Dias when I told him about my intention to create a font for Gandhi.

” There is no god higher than truth.” is what he said and is what got imprinted in my mind  ever since I was a little boy, my grand parents always told me stories of Gandhi at bedtime, I am still a vegetarian thanks to the impression he made on me. I am just a spec in billions who follow him. Once he said “Whatever you do will be insignificant, but it is very important that you do it.”

When Indian Industrialist Vijay Mallya salvaged the pride of a nation by bringing back the priced possession of a man who owned nothing. The day New York auctioneer announced auctioning of Mahatma’s spectacles the nation put her head down in shame, as embarrassed Indian government’s  desperate attempts to stall the action failed, Mallya’s $1.8 millon came to the rescue.

His glasses has a deep significance to all Indians, when he gave away the glasses in 1930’s to an army colonel he said ” these gave me vision to free India”. Today as we live in a free India we still are slaves to violence, terrorism, untouchability, communalism and many more evils. A young nation celebrates holiday on his birthday than his wisdom as Nitesh Tiwari one of our copywriters put it.

How do we make him and his vision relevant and how do we make people try to see the world through his eyes? Than the Idea of a typeface created out of his glasses came about.

Typographers from Leo Burnett went on to create this marvelous Gandhiji font in Devanagari and the team is working overtime to launch english and other Indian languages. The website went live last night http://www.gandhijifont.com

What’s the best way to keep Gandhi’s spectacles away from auctioneers than this?


“Ganesh” most loved god by people. And most fascinated by artist.


Today Hindus celebrate the festival of “Ganesh Chaturti”, where Lord Ganesh was made head of all deities by his father Lord Shiva, religion apart, Ganesh the half elephant- half human, short, fat and has rat as his vehicle is the most loved god in India, he cuts across all religious and physical boundaries. In Bangkok or Barampur  no business is conducted without worshiping him, similarly there is no child in the sub-continent who can not draw Ganesha. His physical appearance and his stature as god of gods and his victory over his smart brother made him as an identifiable hero with kids. And growing up with this affinity is what makes him the favorite amongst the creative people. Like kids there is no poet, writer, painter or a caricaturist who had not dabbled with this lovable god’s image. Great painters right from Raja Ravi Varma to M F Hussain all were fascinated by him which is evident from their work.

The greatest contribution to Lord Ganesha came from the much celebrated Calendar art of Shivakasi a small town in Tamilnadu. Today Shivakasi is the second largest printing capital of the world only after Gutenberg of Germany what started as a backyard litho printing units of British India, developed into rich hindu calendar art/ film poster studios to present day offset.

As a child I used to make clay Ganesha for the festival celebrations, now my daughter follows the tradition.