18 Brands as Symbols

The best brands tend to symbolize something in a culture beyond the specific, pragmatic offer. In rare cases, brands themselves have risen to the level of becoming cultural icons.

When people buy bags prominently displaying the logo of a shoe company, get a tattoo of a computer company logo, or write a song about a car company, you know these brands symbolize something beyond shoes, computers, or cars. When a brand authentically connects itself to an idea that resonates with audiences—health, education, community, etc.—the brand symbolizes more than a business value proposition. Brands that are as much about belonging as they are about buying tend to build the greatest value over time.

Photo: Terry Johnston

What inspires some people to stick a company logo on their car bumper or get it tattooed on their arm?

SWRV
Siegel+Gale
Sven Seger, Doug Sellers, Marcus Barlett, Lloyd Blander

Some brands aim to become symbols, inspiring their customers to join the club as well as use their product.