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Brands     HOWicons  BECOME
Introduction                                       1The Principles of Cultural BrandingTo date, iconic brands have been bu...
what is aniconic brand?
iconic brandsare brands that have becomecultural icons
+                     iconic brandsidentity value                     are brands that have become                     cult...
+                                                                iconic brandsidentity value                              ...
+                     cultural icons                                         John Wayne, JFK, Jordan,                     ...
+                     cultural icons                                         John Wayne, JFK, Jordan,                     ...
Suchs as cultural icons, iconic brandshas got some axioms of cultural branding
Suchs as cultural icons, iconic brandshas got some axioms of cultural brandingIconic brands address acute contradictions i...
how  cultural brandingis different?
Branding is relatively a new science which hasbeen developing different types of models
Branding is relatively a new science which hasbeen developing different types of models1970MIND-SHAREbranding model
Branding is relatively a new science which hasbeen developing different types of models1970             1990MIND-SHARE     ...
Branding is relatively a new science which hasbeen developing different types of models1970             1990             20...
Branding is relatively a new science which hasbeen developing different types of models1970             1990             20...
mind-sharebranding model
Main points about the mind-share model
Main points about the mind-share modelkeywordsDNA, brand essence,genetic code, USPbenefits, onio model
Main points about the mind-share modelkey                   brandwords                 definitionDNA, brand essence,   a s...
Main points about the mind-share modelkey                   brand               brandingwords                 definition  ...
Main points about the mind-share modelkey                   brand               branding              required for awords ...
Main points about the mind-share modelkey                      brand               branding              required for awor...
Main points about the mind-share modelkey                      brand                      branding              required f...
Main points about the mind-share modelkey                      brand                      branding                required...
Main points about the mind-share modelkey                      brand                      branding                required...
emotionalbranding model
Main points about the emotional model
Main points about the emotional modelkeywordsbrand personality,experimentalbranding, brandrelegion,
Main points about the emotional modelkey                  brandwords                definitionbrand personality,   a relat...
Main points about the emotional modelkey                  brand                    brandingwords                definition...
Main points about the emotional modelkey                  brand                    branding                required for aw...
Main points about the emotional modelkey                    brand                    branding                required for ...
Main points about the emotional modelkey                    brand                    branding                required for ...
Main points about the emotional modelkey                    brand                    branding                required for ...
Main points about the emotional modelkey                    brand                    branding                required for ...
viralbranding model
Main points about the viral model
Main points about the viral modelkeywordsstealth marketing,coolhunt, meme,grass roots, seeding,buzzing
Main points about the viral modelkey                     brandwords                   definitionstealth marketing,      a ...
Main points about the viral modelkey                     brand                  brandingwords                   definition...
Main points about the viral modelkey                     brand                  branding                required for aword...
Main points about the viral modelkey                     brand                  branding                required for aword...
Main points about the viral modelkey                     brand                  branding                required for aword...
Main points about the viral modelkey                     brand                  branding                required for aword...
Main points about the viral modelkey                     brand                  branding                required for aword...
culturalbranding model
Main points about the cultural model
Main points about the cultural modelkeywordscultural icons, iconicbrands
Main points about the cultural modelkey                      brandwords                    definitioncultural icons, iconi...
Main points about the cultural modelkey                      brand               brandingwords                    definiti...
Main points about the cultural modelkey                      brand               branding           required for awords   ...
Main points about the cultural modelkey                      brand               branding           required for awords   ...
Main points about the cultural modelkey                      brand               branding           required for awords   ...
Main points about the cultural modelkey                      brand               branding               required for aword...
Main points about the cultural modelkey                      brand               branding               required for aword...
Summerizing: the main differences among the models                                  brand             branding          req...
Building the path to cultural brandingTo build iconic brands, it is necessary to leave behind the old branding modelsIt is...
and the main steps are
and the main steps are   ONEtargetting  myth markets
and the main steps are   ONE         TWOtargetting   composing  myth        cultural markets      briefing
and the main steps are   ONE         TWO          THREEtargetting   composing   leveraging  myth        cultural   cultura...
and the main steps are   ONE         TWO          THREE          FOURtargetting   composing   leveraging      managing  my...
and the main steps are   ONE         TWO          THREE          FOUR            FIVEtargetting   composing   leveraging  ...
and the main steps are   ONE         TWO          THREE          FOUR            FIVE          SIXtargetting   composing  ...
and the main steps are   ONE         TWO          THREE          FOUR            FIVE          SIX        SEVENtargetting ...
coming soonall the seven steps tobecome an iconic brand
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how brands become icons (intro)

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To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies.

This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.

Published in: Education, Business, Technology

how brands become icons (intro)

  1. 1. Brands HOWicons BECOME
  2. 2. Introduction 1The Principles of Cultural BrandingTo date, iconic brands have been built more on intuitions of ad agency creativities than bypurposeful strategies.This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts thecommon principles behind these intuitions to build a new cultural branding model thatdramatically revises core marketing principles including segmentation, targeting, positioning,brand equity, brand loyalty, cobranding, and communications.Nerverthenless, the presentation explains counterintuitive insights such as:- how managers’ present-tense view of brands blinds them to lucrative cultural opportunities;- how cultural disruption provide opportunities for new brands and threats to existing brands;- why consistency can be deadly for a brand;- why following trends can never build an iconic brand;- how authenticity is created with communication;- why paying attention to the majority of the brand’s customers can destroy the brand’s value and;- why television advertising trumps Hollywood as a channel for delivering powerful myths.1 Hey! This is not a slide, this is a slidement as Garr Reynolds wrote on his book Presentation Zen
  3. 3. what is aniconic brand?
  4. 4. iconic brandsare brands that have becomecultural icons
  5. 5. + iconic brandsidentity value are brands that have become cultural icons -
  6. 6. + iconic brandsidentity value are brands that have become cultural icons Reebok, Pepsi, Saab, Coors, IBM, Dewars etc identity brands -
  7. 7. + cultural icons John Wayne, JFK, Jordan, Rambo, Elvis, Pelé, Steve Jobs, Jack Welch, Martha, Gandhi iconic brandsidentity value are brands that have become cultural icons Reebok, Pepsi, Saab, Coors, IBM, Dewars etc identity brands -
  8. 8. + cultural icons John Wayne, JFK, Jordan, Rambo, Elvis, Pelé, Steve Jobs, Jack Welch, Martha, Gandhi iconic brandsidentity value iconics brands are brands that have become cultural icons Reebok, Pepsi, Saab, Coors, IBM, Dewars etc identity brands -
  9. 9. Suchs as cultural icons, iconic brandshas got some axioms of cultural branding
  10. 10. Suchs as cultural icons, iconic brandshas got some axioms of cultural brandingIconic brands address acute contradictions in societyIconics brands perform identity myths that address these desires and anxietiesIdentity myths reside in the brand, which consumers experience and share via ritual actionThese identity myth are set in populist worldsIconic brands perform as activists, leading cultureIconic brands rely on breakthrough performances, rather than consistent communicationsIconis brands enjoy a cultural halo effect
  11. 11. how cultural brandingis different?
  12. 12. Branding is relatively a new science which hasbeen developing different types of models
  13. 13. Branding is relatively a new science which hasbeen developing different types of models1970MIND-SHAREbranding model
  14. 14. Branding is relatively a new science which hasbeen developing different types of models1970 1990MIND-SHARE EMOTIONALbranding model branding model
  15. 15. Branding is relatively a new science which hasbeen developing different types of models1970 1990 2000MIND-SHARE EMOTIONAL VIRALbranding model branding model branding model
  16. 16. Branding is relatively a new science which hasbeen developing different types of models1970 1990 2000 2010MIND-SHARE EMOTIONAL VIRAL CULTURALbranding model branding model branding model branding model
  17. 17. mind-sharebranding model
  18. 18. Main points about the mind-share model
  19. 19. Main points about the mind-share modelkeywordsDNA, brand essence,genetic code, USPbenefits, onio model
  20. 20. Main points about the mind-share modelkey brandwords definitionDNA, brand essence, a set of abstractgenetic code, USP associationsbenefits, onio model
  21. 21. Main points about the mind-share modelkey brand brandingwords definition defintionDNA, brand essence, a set of abstract owning associationsgenetic code, USP associationsbenefits, onio model
  22. 22. Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio model
  23. 23. Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio modelmost appropriateapplicationfunctional categories,low-involvementcategories,complicated products
  24. 24. Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio modelmost appropriate company’sapplication rolefunctional categories, Steward: consistentlow-involvement expression of DNA incategories, all activities over timecomplicated products
  25. 25. Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio modelmost appropriate company’s source ofapplication role customer valuefunctional categories, Steward: consistent simplifying decisionslow-involvement expression of DNA incategories, all activities over timecomplicated products
  26. 26. Main points about the mind-share modelkey brand branding required for awords definition defintion sucessful brandDNA, brand essence, a set of abstract owning associations consistent expressiongenetic code, USP associations of associationsbenefits, onio modelmost appropriate company’s source of consumer’sapplication role customer value rolefunctional categories, Steward: consistent simplifying decisions ensuring that benefitslow-involvement expression of DNA in become salientcategories, all activities over time through repetitioncomplicated products
  27. 27. emotionalbranding model
  28. 28. Main points about the emotional model
  29. 29. Main points about the emotional modelkeywordsbrand personality,experimentalbranding, brandrelegion,
  30. 30. Main points about the emotional modelkey brandwords definitionbrand personality, a relationship partnerexperimentalbranding, brandrelegion,
  31. 31. Main points about the emotional modelkey brand brandingwords definition defintionbrand personality, a relationship partner interacting with andexperimental building relatioshipsbranding, brand with customersrelegion,
  32. 32. Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,
  33. 33. Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,most appropriateapplicationservices, retailers,specialty goods
  34. 34. Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,most appropriate company’sapplication roleservices, retailers, good friendspecialty goods
  35. 35. Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,most appropriate company’s source ofapplication role customer valueservices, retailers, good friend relationship with thespecialty goods brand
  36. 36. Main points about the emotional modelkey brand branding required for awords definition defintion sucessful brandbrand personality, a relationship partner interacting with and deep interpersonalexperimental building relatioships connectionsbranding, brand with customersrelegion,most appropriate company’s source of consumer’sapplication role customer value roleservices, retailers, good friend relationship with the interaction with thespecialty goods brand brand and construction of personal relationships
  37. 37. viralbranding model
  38. 38. Main points about the viral model
  39. 39. Main points about the viral modelkeywordsstealth marketing,coolhunt, meme,grass roots, seeding,buzzing
  40. 40. Main points about the viral modelkey brandwords definitionstealth marketing, a communication unitcoolhunt, meme,grass roots, seeding,buzzing
  41. 41. Main points about the viral modelkey brand brandingwords definition defintionstealth marketing, a communication unit spreading viruses viacoolhunt, meme, lead customersgrass roots, seeding,buzzing
  42. 42. Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzing
  43. 43. Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzingmost appropriateapplicationnew fashion, newtechnology
  44. 44. Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzingmost appropriate company’sapplication rolenew fashion, new hidden puppet-technology master: motivate the high consumers to advocate for the brand
  45. 45. Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzingmost appropriate company’s source ofapplication role customer valuenew fashion, new hidden puppet- being cool,technology master: motivate the fashionable high consumers to advocate for the brand
  46. 46. Main points about the viral modelkey brand branding required for awords definition defintion sucessful brandstealth marketing, a communication unit spreading viruses via broad circulation ofcoolhunt, meme, lead customers the virusgrass roots, seeding,buzzingmost appropriate company’s source of consumer’sapplication role customer value rolenew fashion, new hidden puppet- being cool, “discovering” thetechnology master: motivate the fashionable brand as their won, high consumers to DIY, and word-of- advocate for the mouth brand
  47. 47. culturalbranding model
  48. 48. Main points about the cultural model
  49. 49. Main points about the cultural modelkeywordscultural icons, iconicbrands
  50. 50. Main points about the cultural modelkey brandwords definitioncultural icons, iconic performer of, andbrands container for, an identity myth
  51. 51. Main points about the cultural modelkey brand brandingwords definition defintioncultural icons, iconic performer of, and performing mythsbrands container for, an identity myth
  52. 52. Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in society
  53. 53. Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in societymost appropriateapplicationidentity categories
  54. 54. Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in societymost appropriate company’sapplication roleidentity categories author
  55. 55. Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in societymost appropriate company’s source ofapplication role customer valueidentity categories author buttressing identity
  56. 56. Main points about the cultural modelkey brand branding required for awords definition defintion sucessful brandcultural icons, iconic performer of, and performing myths performing a mythbrands container for, an that adresses an identity myth acute contradiction in societymost appropriate company’s source of consumer’sapplication role customer value roleidentity categories author buttressing identity personalizing the brand’s myth to fit individual biography
  57. 57. Summerizing: the main differences among the models brand branding required for most customer key words definition definition sucess appropriate value DNA, brand consistent functional and a set of abstract owning simpliflyingMIND-SHARE essence, associations associations expression of low investiment desicions genetic code associations categories interacting and brand religion, deep services, a relationship building relationshipEMOTIONAL personality, interpersonal retailers, partner relationship with the brand experience connection specialty goods with customers coolhunt, a spreading broad new fashion, being cool,VIRAL meme, buzz, communication viruses via lead circulation of new technology fashionable seeding unit customers the virus performing a cultural icons, performer of an performing myth that identity buttressignCULTURAL iconic brands identity myth myths adresses categories identity contradictions
  58. 58. Building the path to cultural brandingTo build iconic brands, it is necessary to leave behind the old branding modelsIt is critical to migrate...from abstract associations to cultural expressionsfrom consistencies to historical fit andfrom persuasion to mythmaking
  59. 59. and the main steps are
  60. 60. and the main steps are ONEtargetting myth markets
  61. 61. and the main steps are ONE TWOtargetting composing myth cultural markets briefing
  62. 62. and the main steps are ONE TWO THREEtargetting composing leveraging myth cultural cultural and markets briefing political authority
  63. 63. and the main steps are ONE TWO THREE FOURtargetting composing leveraging managing myth cultural cultural and brand loyalty markets briefing political as a social authority networking
  64. 64. and the main steps are ONE TWO THREE FOUR FIVEtargetting composing leveraging managing coauthoring myth cultural cultural and brand loyalty the myth markets briefing political as a social authority networking
  65. 65. and the main steps are ONE TWO THREE FOUR FIVE SIXtargetting composing leveraging managing coauthoring advancing myth cultural cultural and brand loyalty the myth the myth markets briefing political as a social authority networking
  66. 66. and the main steps are ONE TWO THREE FOUR FIVE SIX SEVENtargetting composing leveraging managing coauthoring advancing branding myth cultural cultural and brand loyalty the myth the myth as cultural markets briefing political as a social activism authority networking
  67. 67. coming soonall the seven steps tobecome an iconic brand

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