to build an iconic brand By DOUGLAS HOLT Brand nirvana is to build an icon – to create a brand like Coke, Harley or Nike that generates huge market value over long periods because it serves as a container for cultural ideals. But the path most companies follow in the pursuit of the iconic grail is a dead end. Marketers misunderstand how icons work, because, for over three decades, they have been taught to think in terms of what the author calls the ‘mind-share’ model. Mind-share principles are irrelevant…
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