How Brands Become Icons

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How Brands Become Icons

Author : D. B. Holt
Publisher : Harvard Business Press
ISBN 13 : 1422163326
Total Pages : 282 pages
Book Rating : 4.4/5 (221 download)

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Book Synopsis How Brands Become Icons by : D. B. Holt

Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain 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 that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

How Brands Become Icons

Author : Douglas B. Holt
Publisher : Harvard Business Press
ISBN 13 : 1578517745
Total Pages : 282 pages
Book Rating : 4.5/5 (785 download)

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Book Synopsis How Brands Become Icons by : Douglas B. Holt

Download or read book How Brands Become Icons written by Douglas B. Holt and published by Harvard Business Press. This book was released on 2004 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Iconic brands” (ie: Coca-Cola, Volkswagon, Corona) 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". Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.

Cultural Strategy

Author : Douglas Holt
Publisher : Oxford University Press
ISBN 13 : 019958740X
Total Pages : 404 pages
Book Rating : 4.1/5 (995 download)

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Book Synopsis Cultural Strategy by : Douglas Holt

Download or read book Cultural Strategy written by Douglas Holt and published by Oxford University Press. This book was released on 2010-10-28 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.

What Great Brands Do

Author : Denise Lee Yohn
Publisher : John Wiley & Sons
ISBN 13 : 111861125X
Total Pages : 278 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis What Great Brands Do by : Denise Lee Yohn

Download or read book What Great Brands Do written by Denise Lee Yohn and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

The Consumer Society Reader

Author : Juliet Schor
Publisher : The New Press
ISBN 13 : 1595587586
Total Pages : 530 pages
Book Rating : 4.5/5 (955 download)

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Book Synopsis The Consumer Society Reader by : Juliet Schor

Download or read book The Consumer Society Reader written by Juliet Schor and published by The New Press. This book was released on 2011-07-26 with total page 530 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Consumer Society Reader features a range of key works on the nature and evolution of consumer society. Included here is much-discussed work by leading critics such as Jean Baudrillard, Susan Bordo, Dick Hebdige, bell hooks, and Janice Radway. Also included is a full range of classics, such as Frankfurt School writers Adorno and Horkheimer on the Culture Industry; Thorstein Veblen's oft-cited writings on "conspicuous consumption"; Betty Friedan on the housewife's central role in consumer society; John Kenneth Galbraith's influential analysis of the "affluent society"; and Pierre Bourdieu on the notion of "taste." "Consumer society--the 'air we breathe,' as George Orwell has described it--disappears during economic downtruns and political crises. It becomes visible again when prosperity seems secure, cultural transformation is too rapid, or enviornmental disasters occur. Such is the time in which we now find ourselves. As the roads clog with gas-guzzling SUVs and McMansions proliferate in the suburbs, the nation is once again asking fundamental questions about lifestyle. Has 'luxury fever,' to use Robert Frank's phrase, gotten out of hand? Are we really comfortable with the 'Brand Is Me' mentality? Have we gone too far in pursuit of the almighty dollar, to the detriment of our families, communities, and natural enviornment? Even politicians, ordinarily impermeable to questions about consumerism, are voicing doubts... [and] polls suggest majorities of Americans feel the country has become too materialistic, too focused on getting and spending, and increasingly removed from long-standing non-materialist values." —From the introduction by Douglas B. Holt and Juliet B. Schor

Power Branding

Author : Steve McKee
Publisher : Macmillan
ISBN 13 : 1137278846
Total Pages : 258 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis Power Branding by : Steve McKee

Download or read book Power Branding written by Steve McKee and published by Macmillan. This book was released on 2014-01-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.

Lifestyle Brands

Author : S. Saviolo
Publisher : Springer
ISBN 13 : 1137285931
Total Pages : 156 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis Lifestyle Brands by : S. Saviolo

Download or read book Lifestyle Brands written by S. Saviolo and published by Springer. This book was released on 2012-12-05 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.

The Edge: 50 Tips from Brands that Lead

Author : Allen P. Adamson
Publisher : Macmillan
ISBN 13 : 0230342248
Total Pages : 285 pages
Book Rating : 4.2/5 (33 download)

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Book Synopsis The Edge: 50 Tips from Brands that Lead by : Allen P. Adamson

Download or read book The Edge: 50 Tips from Brands that Lead written by Allen P. Adamson and published by Macmillan. This book was released on 2013-01-08 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explains how top brands have maintained a competitive edge, how rapid Internet-based networks are challenging the control of brand reputation, and how companies can safeguard marketing messages for maximum clarity, focus, and profit.

Brand Thinking and Other Noble Pursuits

Author : Debbie Millman
Publisher : Skyhorse Publishing Inc.
ISBN 13 : 1581158645
Total Pages : 337 pages
Book Rating : 4.5/5 (811 download)

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Book Synopsis Brand Thinking and Other Noble Pursuits by : Debbie Millman

Download or read book Brand Thinking and Other Noble Pursuits written by Debbie Millman and published by Skyhorse Publishing Inc.. This book was released on 2011-10-10 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This engaging and highly informative book presents twenty interviews with the world's leading designers, anthropologists and innovators in the field of branding. In a series of illuminating, spirited conversations with preeminent global brand designer Debbie Millman, these influential figures share their take on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in this process"--Provided by publisher.

Service Design for Business

Author : Ben Reason
Publisher : John Wiley & Sons
ISBN 13 : 1118988922
Total Pages : 214 pages
Book Rating : 4.1/5 (189 download)

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Book Synopsis Service Design for Business by : Ben Reason

Download or read book Service Design for Business written by Ben Reason and published by John Wiley & Sons. This book was released on 2015-12-14 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: A practical approach to better customer experience through service design Service Design for Business helps you transform your customer's experience and keep them engaged through the art of intentional service design. Written by the experts at Livework, this practical guide offers a tangible, effective approach for better responding to customers' needs and demands, and provides concrete strategy that can be implemented immediately. You'll learn how taking a design approach to problem solving helps foster creativity, and how to apply it to the real issues that move businesses forward. Highly visual and organized for easy navigation, this quick read is a handbook for connecting market factors to the organizational challenge of customer experience by seeing your company through the customers' eyes. Livework pioneered the service design industry, and guides organizations including Sony, the British Government, Volkswagen Procter & Gamble, the BBC, and more toward a more carefully curated customer experience. In this book, the Livework experts show you how to put service design to work in your company to solve the ongoing challenge of winning with customers. Approach customer experience from a design perspective See your organization through the lens of the customer Make customer experience an organization-wide responsibility Analyze the market factors that dovetail with customer experience design The Internet and other digital technology has brought the world to your customers' fingertips. With unprecedented choice, consumers are demanding more than just a great product—the organizations coming out on top are designing and delivering experiences tailored to their customers' wants. Service Design for Business gives you the practical insight and service design perspective you need to shape the way your customers view your organization.

Brand Meaning

Author : Mark Batey
Publisher : Routledge
ISBN 13 : 1317558022
Total Pages : 231 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Brand Meaning by : Mark Batey

Download or read book Brand Meaning written by Mark Batey and published by Routledge. This book was released on 2015-12-07 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.

Primalbranding

Author : Patrick Hanlon
Publisher : Simon and Schuster
ISBN 13 : 074327797X
Total Pages : 273 pages
Book Rating : 4.7/5 (432 download)

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Book Synopsis Primalbranding by : Patrick Hanlon

Download or read book Primalbranding written by Patrick Hanlon and published by Simon and Schuster. This book was released on 2006-01-24 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.

The Tanning of America

Author : Steve Stoute
Publisher : Avery
ISBN 13 : 1592407382
Total Pages : 322 pages
Book Rating : 4.5/5 (924 download)

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Book Synopsis The Tanning of America by : Steve Stoute

Download or read book The Tanning of America written by Steve Stoute and published by Avery. This book was released on 2012-08-07 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" based on shared experiences and values. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America."--

Kellogg on Branding in a Hyper-Connected World

Author :
Publisher : John Wiley & Sons
ISBN 13 : 111953318X
Total Pages : 368 pages
Book Rating : 4.1/5 (195 download)

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Book Synopsis Kellogg on Branding in a Hyper-Connected World by :

Download or read book Kellogg on Branding in a Hyper-Connected World written by and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Iconic Advantage

Author : Soon Yu
Publisher : Savio Republic
ISBN 13 : 1682615413
Total Pages : 216 pages
Book Rating : 4.6/5 (826 download)

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Book Synopsis Iconic Advantage by : Soon Yu

Download or read book Iconic Advantage written by Soon Yu and published by Savio Republic. This book was released on 2018-02-06 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern business gurus all cry for the need to innovate, to disrupt, and to act like a startup. It’s hard to argue with that kind of thinking. It’s sexy and exciting. But it’s wrong. Too many businesses become enamored by shiny new objects and end up overlooking the value locked away in their existing products. Maybe your business is one of them. Iconic Advantage® is a different approach that allows companies to leverage what they already have to create lasting differentiation and deeper relationships with their customers. It generates disproportionate levels of profit and protects you against market fluctuations. Many of the world’s most successful brands have been using it for years. Now, you can benefit from reaching iconic status, whether you’re a Fortune 500, local pizza parlor, or an aspiring Unicorn startup. “Soon has an uncanny ability to take mysteries and turn them into heuristics. He’s done it on innovation and design, and now with Iconic Advantage.”—Roger Martin, author of Playing to Win and Former Dean of the Rotman School of Business “This book explains why some brands are built to last and others seem doomed to perish. It’s a framework that every marketer can put into play right away.”—Adam Grant, New York Times bestselling author of Give and Take, Originals, and Option B with Sheryl Sandberg

Design Is How It Works

Author : Jay Greene
Publisher : Penguin
ISBN 13 : 1101437219
Total Pages : 174 pages
Book Rating : 4.1/5 (14 download)

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Book Synopsis Design Is How It Works by : Jay Greene

Download or read book Design Is How It Works written by Jay Greene and published by Penguin. This book was released on 2010-07-29 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: "It's not just what it looks like and feels like. Design is how it works."-Steve Jobs There's a new race in business to embrace "design thinking." Yet most executives have no clue what to make of the recent buzz about design. It's rarely the subject of business retreats. It's not easily measurable. To many, design is simply a crapshoot. Drawing on interviews with top executives such as Virgin's Richard Branson and Nike's Mark Parker, Jay Greene illuminates the methods of companies that rely on design to stand out in their industries. From the experiences of those at companies from Porsche to REI to Lego, we learn that design isn't merely about style and form. The heart of design is rethinking the way products and services work for customers in real life. Greene explains how: -Porsche pit its designers against each other to create its bestselling Cayenne SUV -Clif listened intently to customers, resulting in the industry-changing Luna energy bar -OXO paid meticulous attention to the details, turned its LiquiSeal mug from an abysmal failure into one of its greatest successes -LEGO started saying no to its designers-saving its brick business in the process Greene shows how important it is to build a culture in which design is more than an after-the-fact concern-it's part of your company's DNA. Design matters at every stage of the process. It isn't easy, and it increases costs, but it also boosts profits, sometimes to a massive extent. In an increasingly competitive marketplace, design represents the best chance you have of transcending your competitors.

Globalization, Culture, and Branding

Author : C. Torelli
Publisher : Springer
ISBN 13 : 113733195X
Total Pages : 189 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Globalization, Culture, and Branding by : C. Torelli

Download or read book Globalization, Culture, and Branding written by C. Torelli and published by Springer. This book was released on 2013-11-19 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.