[In this book, the author] shows that iconic brands are built by focusing on culture, not products. To compete, managers will need to stop outsourcing their branding efforts and instead build "cultural activist" organizations from the ground up.-Dust jacket
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Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive hi…
"In this 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 anxietie…
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive hi…
Iconic brands 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'.
"Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive h…
