haku: @indexterm Brands / yhteensä: 1643
viite: 506 / 1643
| Tekijä: | Holt, D.B. |
| Otsikko: | What becomes an icon most? |
| Lehti: | Harvard Business Review
2003 : MAR, VOL. 81:3, p. 43-49 |
| Asiasana: | Marketing Management Brands Brand names Planning Products Companies Corporate strategy USA |
| Kieli: | eng |
| Tiivistelmä: | A brand becomes an icon when it offers a compelling myth. Think of Nike, Apple, Harley-Davidson, Absolut, Volkswagen. However, brands like these ones are not built according to the principles of conventional marketing. Iconic brands beat the competition not just by delivering innovative benefits, services, or technologies, but by forging a deep connection with the culture. In America, the most potent myths are depictions of rebels. Mountain Dew has long offered a rebel myth in ads showing exciting, vital men who are far from the ideological model of success. Marketers can learn from Mountain Dew and other iconic brands if they are willing to move beyond conventional brand management. |
SCIMA