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Consumers flock to brands that embody the ideals they admire, brands that help them express who they want be. The most successful of these brands become iconic brands. This chapter outlines several key axioms for building an iconic brand using a cultural branding model-a departure from conventional ... More

While conventional models may work for some branding initiatives, they do not build iconic brands, which, according to the author, have been guided by a set of strategic principles called the cultural branding model. This chapter uses the cases of Corona, Coke, and Snapple to contrast cultural brand... More

Identity brands are different from those competing in product markets. They participate in myth markets, competing and collaborating with other cultural products like films, music, television, sports, and books. The first step of your cultural branding strategy, therefore, must be identifying and ta... More

Conventionally, the positioning statement is the heart of brand strategy, but a cultural branding strategy requires abandoning typical branding directives-sell this benefit, express that emotion, show the product in use in this way-in favor of prescribing what kind of story the brand should tell to ... More

For iconic brands, the brand is a symbol so equity is a collective phenomenon rather than a product of a brand's hold on individual customers. The brand becomes renowned for telling certain kinds of stories that are useful in addressing certain social desires and anxieties. Therefore, identity brand... More

This chapter uses the case of ESPN to describe the three interdependent constituencies of an iconic brand, and the distinctive network model of brand loyalty that holds such brands together.... More

The Harley-Davidson Company is everyone's favorite company turnaround story. But conventional explanations about Harley's path to success fail to acknowledge that the so-called Harley mystique is nothing other than the brand's identity myth, bolstered by the storytelling of two powerful coauthors: t... More

Even the most successful iconic brands routinely stumble when it comes to managing a brand myth so that it remains vital for many years. To extend a powerful myth, the brand's communications must steer a path between two traps: milking the myth to capitalize on its popularity, and abandoning the myt... More

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 th... More

Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill. Includes color exhibits.... More

Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Four dimensions of the brand are described: economic, social, psychological, and symbolic.... More

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The Consumer Society Reader features a range of key works on the nature and evolution of consumer society. Included here is much-discussed work by leading critics such as Jean Baudrillard, Susan Bordo, Dick Hebdige, bell hooks, and Janice Radway. Also included is a full range of classics, such as Fr... More

This books features a range of key discussions about consumer society. Included are much-discussed work by leading ritics such as Jean Baudrillard, Susan Bordo, Dick hebdige, bell hooks, and Janice Radway. Also included are a full range of classics, such as Frankfurt School writers Adorno and Horkhe... More

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In this fourth annual edition, drawn from Cerebrum's highly regarded Web edition, some of the foremost experts in brain science present the research-and their take-on debates that capture the harmony as well as the discord in the complex and evolving relationship between neuroscience and society.... More