How Brands Become Icons: The Principles of Cultural Branding
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Product Description
Product Description
"Iconic brands" (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features. This book distills the strategies used to create the world's most enduring brands into a new approach called "cultural branding". Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. The book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
About the Author
Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.
Inside This Book
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First Sentence
FROM NELSON MANDELA TO RONALD REAGAN, from Steve Jobs to Sam Walton, from Oprah Winfrey to Martha Stewart, from Michael Jordan to Muhammad Ali, from Andy Warhol to Bruce Springsteen, from John Wayne to Woody Allen, cultural icons dominate our world. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
FROM NELSON MANDELA TO RONALD REAGAN, from Steve Jobs to Sam Walton, from Oprah Winfrey to Martha Stewart, from Michael Jordan to Muhammad Ali, from Andy Warhol to Bruce Springsteen, from John Wayne to Woody Allen, cultural icons dominate our world. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Contains a number of critical concepts,
By Jeremy Hildreth "jeremyhildreth.com" (London, England) - See all my reviews
This review is from: How Brands Become Icons: The Principles of Cultural Branding (Hardcover)
I liked this book when it came out, and years later I still find myself going back to it and its ideas in my own brand consultancy work. Doug's elucidation of the idea of the "authored brand" is worth the cover price alone. (An authored brand happens when the brand owner's role is akin to that of a novelist, creating a brand experience that exalts and lifts people, sometimes pushily, rather than seeking to pander to "what people want" or "what research tells us.") The Harley Davidson analysis also is really enlightening, and convinced me that the conventional understanding and explanation of this brand's success is incorrect.I think you'll appreciate this book, especially if, like me, you'd rather read about cultural anthropology than "marketing" so-called, even if marketing is what you do all day.
8 of 9 people found the following review helpful:
5.0 out of 5 stars
Real life examples, not guess work,
By
This review is from: How Brands Become Icons: The Principles of Cultural Branding (Hardcover)
So many marketing books are full of waffle.One idea made to last 350 pages is so common place it makes you wonder if the best marketing trick was infact the one created to make you buy the book in the first place. This is one of the few exceptions. Using real world examples Holt makes the case for cultural resonance as the 'new way' of making marketing stick. Well worth reading if you are interested or in the world of design, branding or advertising.
1 of 1 people found the following review helpful:
2.0 out of 5 stars
Too little in too many words,
This review is from: How Brands Become Icons: The Principles of Cultural Branding (Hardcover)
I read this book after my MBA as I wanted to get a better understanding of Cultural Branding. I think the book provides some nice historical cultural background and also good introduction to different aspects of branding.However, there are two main things I didn't like in the book - It seemed like same thing written over and over again. It could have been summed up in one chapter and then a case analysis for each of the campaigns - Evidence presented seemed mostly situational. I am not convinced. With that said, I did chuckle at watching the bud ad campaigns all over again and now with "nuanced" cultural background.
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