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How To Start A Cult Brand | Lessons From Peloton, Nike, and CrossFit
Marketing Against The Grain
Routinization Turns Revolution Into Routine
Max Weber's concept of the routinization of charisma illustrates how charismatic leaders initially disrupt the status quo by challenging traditional authority and introducing revolutionary ideas. As these ideas gain acceptance, they become institutionalized within society, leading to a decline in the revolutionary challenge they once posed. This transformation indicates that successful cult brands and transformational movements can eventually become routine, suggesting that the innovative and disruptive nature of these movements diminishes over time as they integrate into societal norms.
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