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Book Review |
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How Brands Become Icons
By Douglas B Holt
Harvard Business School Press, 2004, $29.95, 288 pages
In How Brands Become Icons, Douglas B. Holt takes an extensive look
at the legends and myths of iconic brands, and challenges the common
thought processes behind their brand strategies. He demonstrates
that iconic brands are built by focusing on culture, not products.
By identifying common principles held by iconic brands, and revising
core marketing principles such as segmentation, targeting, positioning,
brand equity, and brand loyalty, Holt builds a new cultural branding
model that is founded less in the intuitions of ad agency creatives
and more in purposeful strategy. The author suggests that for smaller
brands to compete against iconic brands, managers must stop outsourcing
their branding efforts, and create cultural activist groups from
the ground up. For any brand strategist this book provides a new
theory for brand progress and brand growth.
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