Monday, June 05, 2006
How brands become Icons
Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change.

Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles
. They're channels for expressing desire and relieving anxiety, a comforting myth if you like (accountants who drive harleys, emasculated men buying into the Bud story etc., people who buy apple through fear of technology)

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