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How Brands Become Icons: The Principles of Cultural Branding
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Produktbeschreibungen
Kurzbeschreibung
"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. The book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
Synopsis
"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. The book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
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Einleitungssatz
FROM NELSON MANDELA TO RONALD REAGAN, from Steve Jobs to Sam Walton, from Oprah Winfrey to Martha Stewart, from Michael Jordan to Muhammad Ali, from Andy Warhol to Bruce Springsteen, from John Wayne to Woody Allen, cultural icons dominate our world. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
FROM NELSON MANDELA TO RONALD REAGAN, from Steve Jobs to Sam Walton, from Oprah Winfrey to Martha Stewart, from Michael Jordan to Muhammad Ali, from Andy Warhol to Bruce Springsteen, from John Wayne to Woody Allen, cultural icons dominate our world. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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28 von 37 Kunden fanden die folgende Rezension hilfreich
Dissapointment
2. Februar 2006
Format:Gebundene Ausgabe
I am very surprised with the rave reviews of this book here. I decided to purchase it for two reasons. First, I trusted the reviews here and decided it would be important to own this book. Second, I am familiar with Douglas Holt's academic work, and have read his articles in academic journals. I thought this book will be very interesting to read.
I am dissapointed mainly because I find that the book does not tell me something original. Instead what Douglas Holt keeps saying in this book is that building an iconic brand is possible by focusing on culture not products. His argument is not convincing, especially when he tries to disprove other forms of brand building: tradition, cultural and emotional. If I have a brand new product, can I still build an icon? Is it advantageous to have an iconic brand? What are the downside of it? These are not talked about in the book.
Another problem is that he keeps repeating the same argument again and again. It gets very boring after a few pages only.
What a disappointment!
I am dissapointed mainly because I find that the book does not tell me something original. Instead what Douglas Holt keeps saying in this book is that building an iconic brand is possible by focusing on culture not products. His argument is not convincing, especially when he tries to disprove other forms of brand building: tradition, cultural and emotional. If I have a brand new product, can I still build an icon? Is it advantageous to have an iconic brand? What are the downside of it? These are not talked about in the book.
Another problem is that he keeps repeating the same argument again and again. It gets very boring after a few pages only.
What a disappointment!
10 von 13 Kunden fanden die folgende Rezension hilfreich
Surprisingly Important Book
8. November 2005
Format:Gebundene Ausgabe
I'm no business-head. I find modern consumerism more disturbing than exciting. But I read this book as part of a study on public relations and I must say Holt's passion for the subject is contagious.
First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.
I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.
What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.
How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.
First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.
I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.
What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.
How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.
2 von 3 Kunden fanden die folgende Rezension hilfreich
Great - even the most successful iconic brands have emerged more by intuition than by design.
17. August 2005
Format:Gebundene Ausgabe
This is an excellent book! Douglas B. Holt gives a cultural perspective to branding which is not that trivial to all managers. The book also presents historical analyses on brands like Mountain Dew, Corona, Volkswagen, and many others. The clear message is that iconic brands can't be created through conventional branding strategies, instead there is a need for a cultural perspectice to branding.
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