How Brands Become Icons
"How Brands Become Icons" by Douglas B. Holt is an engaging and insightful book that explores the strategies and tactics behind building iconic brands. Holt is a renowned marketing expert, having taught at Harvard Business School and currently holding a position as a professor of Marketing at the University of Oxford's Saïd Business School.
In the book's introduction, Holt argues that in today's cluttered marketplace, only a select few brands can achieve the status of icon. These brands are not just successful; they are cultural symbols that consumers identify with and aspire to. Holt draws on extensive research and case studies to show how iconic brands such as Nike, Coca-Cola, and Volkswagen were able to transcend their functional benefits and tap into deep-seated cultural meanings.
The book is divided into two parts. Part One explores the cultural dynamics that drive brand iconography, including the role of rituals, myths, and ideologies in shaping consumer attitudes. Part Two examines the marketing strategies that successful brands use to achieve icon status, including creating cultural movements, leveraging celebrity endorsements, and fostering brand communities.
Throughout the book, Holt provides practical insights and actionable advice for marketers and business leaders who want to build iconic brands. He also challenges conventional wisdom about branding, arguing that iconic brands are not just created through effective advertising or clever branding, but through a deep understanding of culture and the human psyche.
Overall, "How Brands Become Icons" is a must-read for anyone interested in marketing, branding, or business strategy. With its engaging writing style, insightful analysis, and real-world examples, the book is both informative and entertaining, making it accessible to a wide range of readers.
Author: D. B. Holt
Link to buy: https://www.amazon.com/gp/product/1578517745/
Ratings: 4.6 out of 5 stars (from 89 reviews)
Best Sellers Rank: #432,659 in Books
#497 in Advertising (Books)
#1,746 in Marketing (Books)
