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How Brands Become Icons: The Principles of Cultural Branding Hardcover – November 1, 2004
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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!
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.
Most Recent Customer Reviews
I love this book already. I have not completed it yet, but the author's findings is far different from normal marketing strategies.Published on April 24, 2013 by Dixie K.
I bought it because brands needs to understand the culture to fit in and become icons. This book explains that.Published on December 24, 2012 by Luis Henrique Lindner
The book I received was in great condition. As a used book, I expected some wear and tear, but no, it was perfect.Published on December 19, 2011 by dk
Informative and entertaining, this book is a combination of cult references and great ideas. A solid guide to making your brand more succesful,Douglas provides the background... Read morePublished on April 13, 2005 by Thomas Murrell
A few, a very few products make it to icon status: Coke, Volkswagen and Harley-Davidson to name a few. And these have come about more by chance than by planning. Read morePublished on November 18, 2004 by John Matlock