How brands become icons
How brands become icons
£20.99
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Features
- The Concept of Cultural Branding: Holt introduces the groundbreaking idea of “cultural branding,” which emphasizes aligning a brand with cultural movements, beliefs, and ideals to forge an emotional connection with consumers.12 This approach transcends traditional marketing tactics and focuses on creating a compelling brand narrative.
- Tapping into Myth Markets: The book explains how iconic brands succeed by providing solutions to societal contradictions and tensions, known as “myth markets.”12 By addressing these myth markets through their brand narratives, companies can create brands that resonate on a deeper cultural level.
- Authenticity and Innovation: Holt emphasizes the importance of authenticity and innovation in building iconic brands.12 Iconic brands stay true to their core identity while continuously evolving and adapting to cultural shifts, ensuring their relevance across generations.
- Brand Loyalty as a Social Network: The book explores the concept of managing brand loyalty as a social network.1 Iconic brands foster communities of loyal customers who actively participate in co-creating and spreading the brand’s narrative.
- Cultural and Political Authority: Holt discusses how iconic brands leverage cultural and political authority to establish their credibility and influence.1 By aligning with cultural movements and taking stands on relevant issues, brands can solidify their iconic status.
Meet the author
Biography
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- What is an iconic brand?
- How is cultural branding different?
- Targeting myth markets
- Composing the cultural brief
- Leveraging cultural and political authority
- Managing brand loyalty as a social network
- Coauthoring the myth
- Advancing the myth
- Branding as cultural activism
Quotes from this book
“A brand emerges as various “authors” tell stories that involve
the brand.”
“A brand emerges when .. collective understandings become
firmly established. […] What makes a brand powerful is the
collective nature of these perceptions.”
“Customers value some products as much for what they
symbolize as for what they do.”
“Brands become iconic when they perform identity myths: simple fictions that address cultural anxieties from afar,
from imaginary worlds rather than from worlds that consumers regularly encounter in their erveryday life.”
“Identity brands compete in myth markets, not product markets.”
Key takeaways
- The Concept of Cultural Branding: Holt introduces the groundbreaking idea of “cultural branding,” which emphasizes aligning a brand with cultural movements, beliefs, and ideals to forge an emotional connection with consumers.12 This approach transcends traditional marketing tactics and focuses on creating a compelling brand narrative.
- Tapping into Myth Markets: The book explains how iconic brands succeed by providing solutions to societal contradictions and tensions, known as “myth markets.”12 By addressing these myth markets through their brand narratives, companies can create brands that resonate on a deeper cultural level.
- Authenticity and Innovation: Holt emphasizes the importance of authenticity and innovation in building iconic brands.12 Iconic brands stay true to their core identity while continuously evolving and adapting to cultural shifts, ensuring their relevance across generations.
- Brand Loyalty as a Social Network: The book explores the concept of managing brand loyalty as a social network.1 Iconic brands foster communities of loyal customers who actively participate in co-creating and spreading the brand’s narrative.
- Cultural and Political Authority: Holt discusses how iconic brands leverage cultural and political authority to establish their credibility and influence.1 By aligning with cultural movements and taking stands on relevant issues, brands can solidify their iconic status.
Short synopsis
“How Brands Become Icons” reveals the secrets to transforming an ordinary brand into a cultural phenomenon that achieves legendary, iconic status. Through compelling case studies and insightful analysis, marketing expert Douglas B. Holt deconstructs how brands like Coca-Cola, Volkswagen, Budweiser, and Harley-Davidson have tapped into cultural currents and ideals to forge deep, lasting connections with consumers. Holt introduces the concept of “cultural branding” and provides a roadmap for creating an authentic brand narrative that resonates across generations by aligning with the beliefs, values, and aspirations that define modern culture. This groundbreaking book equips you with the strategies to transcend your product and build an iconic brand that inspires fierce loyalty and leaves an indelible mark.