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Keynote
Speaker |
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How Brands Become Icons:
The Principles of Cultural Branding
Douglas Holt, L’Oreal Professor of
Marketing, Said Business School - University of Oxford
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| Douglas Holt |
The world’s most powerful brands are cultural icons. Yet
in marketing, strategies for building iconic brands are too vague
to be useful and often are simply wrong. Douglas Holt will describe
the cultural branding model he has developed based upon historical
research conducted on a wide variety of iconic brands. He will demonstrate
how this model can be used as a strategic tool to generate innovative
branding efforts, and will argue that brand managers must be cultural
activists, finding opportunities to tell new stories to address
important changes in society.
How
Brands Become Icons DMI Booknote
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