How Brands Become Icons - The Principles of Cultural Branding

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Stories of iconic brands like Coca-Cola, Harley-Davidson, and Volkswagen have become part of marketing lore. But Douglas B. Holt argues that these widely circulated stories miss the mark. Based on an extensive examination of the historical records of legendary iconic brands, Holt presents an entirely different model that will have significant implications for branding strategy. In this eye-opening book, Holt demonstrates that brands become icons not by highlighting unique features and benefits, but by staking out a provocative and valued position in the national culture. Iconic brands address acute cultural contradictions—and the widespread desires and anxieties they create—by “performing” myths. These simple stories, usually conveyed through powerful advertising, smooth over cultural contradictions and help people feel better about their identities.