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How Brands Become Icons
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How Brands Become Icons
by D. B. Holt
How Brands Become Icons: The Principles of Cultural Branding
Title Page
Copyright Page
Dedication
Table of Contents
Preface and Acknowledgments
CHAPTER 1 - What Is an Iconic Brand?
What Is a Brand?
Identity Value and Iconic Brands
Axioms of Cultural Branding
Organization of the Book
CHAPTER 2 - How Is Cultural Branding Different?
From Mind-Share Branding to Cultural Branding
From Emotional Branding to Cultural Branding
From Viral Branding to Cultural Branding
The Path to Cultural Branding
CHAPTER 3 - Targeting Myth Markets
The Hillbilly Myth
The Redneck Myth
The Slacker Myth
How Myth Markets Work
CHAPTER 4 - Composing the Cultural Brief
Elements of the Cultural Brief
DDB’s Bohemian Myth
Mind Share Buries an Icon
Arnold’s Indie Myth
Linking Creativity to Strategy
CHAPTER 5 - Leveraging Cultural and Political Authority
Budweiser Genealogy
Beers Battle with Reactionary Manhood Myths
“This Bud’s for You”
Cultural Disruption: Cynicism to Downsizing
“Lizards”
“Whassup?!”
Managing Cultural and Political Authority
CHAPTER 6 - Managing Brand Loyalty as a Social Network
ESPN Genealogy
ESPN’s Man-of-Action Athlete Myth
ESPN’s Three Constituencies
Brand Loyalty as a Social Network
Managing Across Constituencies
CHAPTER 7 - Coauthoring the Myth
Harley-Davidson Genealogy
Motorcycle Clubs Invent the Outlaw Ethos
Stage 1: Cultural Texts Stitch the Outlaw Myth to Harley
The Wild One
Stage 2: Repackaging the Outlaw as a Reactionary Gunfighter
Easy Rider
Harley Becomes an Icon
Stage 3: Repackaging Gunfighters as Men of Action
Harley Becomes an Icon, Again
Coauthoring an Iconic Brand
CHAPTER 8 - Advancing the Myth
Milking the Myth’s Popularity
Chasing Trends
Advancing the Myth: Four Principles
Branding as Storytelling
CHAPTER 9 - Branding as Cultural Activism
Four Kinds of Cultural Knowledge
Brand Manager as Genealogist
Cultural Branding Strategy
Brand Manager as Composer
The Cultural Activist Organization
APPENDIX - Methods
Notes
Selected Bibliography
Index
About the Author
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