So I was reading this about Obama and the sales job his campaign worked during the 2008 election. And as usual the comments section contained a gem of truth:
4. Jack Olson
Marketers love to create a cult brand because cult status guarantees a hard core of customers so emotionally invested in the brand that they not only won’t switch but they express their contempt for buyers of other brands. When a man buys a Harley Davidson jacket, a Valvoline gimmee cap, or a Smith & Wesson belt buckle, or when he puts a decal on his Ford of a little boy peeing on a Chevy emblem, he’s identifying himself with the cult brand. The marketers have succeeded in making him feel superior through identification with their brand, like a woman who just doesn’t feel right unless her sweater was designed by Donna Karan. Obama created a successful cult brand. The danger of a cult brand, though, is that marketers who overprice the product, oversell it, or let it grow obsolete, lose the customers who bought the product but didn’t join the cult. They feel a sense of disappointment for having bought the product instead of a sense of superiority. They may even join a competitive cult brand. If the creators of the Tea Party fall prey to the temptations which have undermined the Obama cult brand, they will lose popularity, too.
November 7, 2010 – 6:20 am
The thing that struck me was this applies to Apple as well. The statement “…a hard core of customers so emotionally invested in the brand that they not only won’t switch but they express their contempt for buyers of other brands” could be read as the very definition of Apple customers.
And I think that’s why I’ve joined the “competitive cult brand” of PCs. I see Apple products as falling short of the advertising.