How Brands Become Icons

How Brands Become Icons

By Douglas B. Holt

Chapter 2: How Is Cultural Branding Different?

“…To learn how cultural branding works requires setting aside conventional thinking and developing a new mind-set. To seed this mind-set, I begin with three short case studies in which I contrast cultural branding with the three branding models that dominate business practice today…”

Read mini-case histories about Corona, Coke and Snapple by viewing the book excerpt now.

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Reprinted by permission of Harvard Business School Press. Excerpted from How Brands Become Icons by Douglas B. Holt. Copyright 2004 Harvard Business School Publishing Corporation; All Rights Reserved.

 

Douglas B. Holt

Copyright © 2004 Harvard Business School Publishing Corporation. All rights reserved.

Book Excerpts

"Great mix of technical info and real life experience to justify it. Easily the best guest lecture I’ve had in college. So relevant and informative."
— Student at Villanova University after AEF sent speaker from BBDO