How Brands Become Icons - The Principles of Cultural Branding

D. B. Holt

Maison d'édition: Harvard Business Review Press

Synopsis

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

Disponible depuis: 15/09/2004.

Business et Économie

D'autres livres qui pourraient vous intéresser

Luxury Business

IntroBooks Team

Gold teeth, Grey Goose, diamonds, tiger on a gold leash, Maybach – everything luxurious is the topic of conversation that points to the peak of one’s life. Much like Lorde’s Royals music, there are times when people can’t even make sense why would you spend millions of dollars on skincare, branded bags, and sports cars. How does a business that relies on ideas that don’t make sense sell their products? What is the logic behind the illogical actions that millionaires and celebrities often flaunt on social media? How can a business create turnover from even customers of the middle-income class when selling products at the cost of a kidney?

Voir livre

Anything You Want - 40 lessons...

Derek Sivers

You started a business. But why?
Entrepreneurs often lose sight of what matters. Are you helping people? Are they happy? Are you happy? Are you profitable? Isn't that enough?
Derek Sivers accidentally started a business by helping musicians sell their music. It became the largest online seller of independent music with over 150,000 musicians and $100M in sales. After ten years, he sold the company for $22 million and gave all the money to charity.
In “Anything You Want” he shares 40 powerful lessons, in two hour listen. Points include:When you make a company, you make your utopia — your perfect world.Business is not about money. It’s about making dreams come true for others and for yourself.Starting with no money is an advantage. You don’t need money to start helping people.Your business plan is moot. You don’t know what people really want until you launch.Don’t pursue business just for your own gain. Only answer the calls for help.
The book’s most memorable stories are from his horrible mistakes, like why saving ten minutes cost him $3.3 million dollars, and how he was attacked by Steve Jobs.
“Anything You Want” was first published by Seth Godin in 2011, then by Penguin/Portfolio in 2015. This third edition for 2022 was improved with eight new chapters.
Its surprisingly humanist approach to business, focusing on generosity and happiness more than profits, has helped thousands of entrepreneurs to re-focus on what matters and find their own path to success.

Voir livre

Communist Manifesto The (version 2)

Friedrich Engels

The Communist Manifesto was conceived as an outline of the basic beliefs of the Communist movement. The authors believed that the European Powers were universally afraid of the nascent movement, and were condemning as "communist," people or activities that did not actually conform to what the Communists believed. This Manifesto, then, became a manual for their beliefs.In it we find Marx and Engel's rehearsal of the idea that Capital has stolen away the work of the artisan and peasant by building up factories to produce goods cheaply. The efficiency of Capital depends, then, on the wage laborers who staff the factories and how little they will accept in order to have work. This concentrates power and money in a Bourgeois class that profits from the disunity of workers (Proletarians), who only receive a subsistence wage.If workers unite in a class struggle against the bourgeois, using riot and strikes as weapons, they will eventually overthrow the bourgeois and replace them as a ruling class. Communists further believe in and lay out a system of reforms to transform into a classless, stateless society, thus distinguishing themselves from various flavors of Socialism, which would be content to have workers remain the ruling class after the revolution.The Manifesto caused a huge amount of discussion for its support for a forcible overthrow of the existing politics and society. (Summary by Mark F. Smith)

Voir livre

Summary and Critique of Getting...

IntroBooks Team

David Allen is a productivity consultant and a renowned author. His most popular work is “Getting Things Done” a book that outlines a time management methodology. He was able to gain recognition for his book in a short time and Getting Things Done manifested itself into one of the best methods for productivity in many organizations.  
Released in 2001, the book became the David Allen’s claim to fame. He continues to implement the methodology used in the book and has been able to garner the attention of a significant audience even till this day. For some readers, ‘Getting Things Done’ became so helpful that it is known to have a cult of its own.

Voir livre

Don't Keep Your Day Job - How to...

Cathy Heller

This program is read by the author.From the creator of the #1 podcast "Don't Keep Your Day Job," an inspiring book about turning your passion into profitThe pursuit of happiness is all about finding our purpose. We don't want to just go to work and build someone else's dream, we want to do our life's work. But how do we find out what we're supposed to contribute? What are those key ingredients that push those who succeed to launch their ideas high into the sky, while the rest of us remain stuck on the ground? 
Don't Keep Your Day Job will get you fired up, ready to rip it open and use your zone of genius to add a little more sparkle to this world. Cathy Heller, host of the popular podcast Don't Keep Your Day Job, shares wisdom, anecdotes, and practical suggestions from successful creative entrepreneurs and experts, including actress Jenna Fischer on rejection, Gretchen Rubin on the keys to happiness, Jen Sincero on having your best badass life, and so much more. You'll learn essential steps like how to build your side hustle, how to find your tribe, how to reach for what you truly deserve, and how to ultimately turn your passion into profit and build a life you love.

Voir livre

Growth Investment Crash Course

IntroBooks Team

Due to the rapid changes encountered in the social, economical, and technological status in the society, the financial market is becoming more volatile causing a great impact on the capital investment made by the investor. In today’s market scenario, investors need to make a wise-decision on the type of financial investment the investor is intending to make. Fundamentally, there are two main types of investments that are available in the market and they are: a slow and steady income generating type of investment known as the defensive investment, and a high-profit generating with a high-risk oriented type of investment known as the growth investments. 
Generally, the investors are advised to consider a diverse portfolio of investments to gain maximum profit with lower risks catered to various economic conditions prevailing in the market. The diverse portfolio of an investor can include a combination of investments ranging from a stable, income generating defensive investments (cash and fixed deposit) to a highly volatile and high profit generating growth investment plans.

Voir livre