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Book chapter
-
Reference no. 4857BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 16 pages
Topics: Advertising; Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
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Abstract

To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, and they must hire and train cultural activists, rather than stewards of brand essence. This chapter is excerpted from ‘How Brands Become Icons: The Principles of Cultural Branding'.
Book chapter
-
Reference no. 4827BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 16 pages
Topics: Advertising; Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4850BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 33 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4851BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4852BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 35 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4853BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 40 pages
Topics: Advertising campaigns; Brand equity; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4854BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Loyalty; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4855BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 38 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4856BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 23 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning
View full details

About

Abstract

To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, and they must hire and train cultural activists, rather than stewards of brand essence. This chapter is excerpted from ‘How Brands Become Icons: The Principles of Cultural Branding'.

Related

Book chapter
-
Reference no. 4827BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 16 pages
Topics: Advertising; Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4850BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 33 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4851BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4852BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 35 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4853BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 40 pages
Topics: Advertising campaigns; Brand equity; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4854BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Loyalty; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4855BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 38 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4856BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 23 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning
View full details