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Marketing.What Becomes an Icon most?
Transcript of Marketing.What Becomes an Icon most?
First one to put up their hand can answer.
Prizes! What is an icon? Regular Brands Hill Billy Lambrini Kakogiannis, Jess Lam & Sofie Saleh Icons - Distinctive benefits
- Trustworthy service
- Innovative technologies
- How the brand performs? - Connection with culture
- What the brand stands for? Redneck Slacker Hillbilly 1980 1970 1960 1950 Mountain Dew timeline Redneck Making of an Icon Slacker Reinvention during times of change How to Build an Icon Psychological consequences of national identity Desires Anxieties Target Rational Contradictions Create myths that lead cultures Rebels of consumer goods Iconic brands create their own myths Iconic brands don’t follow Speak with a Rebel’s Voice Iconic brands transcend changing ideologies
Don’t lose value
Succeeds over decades Draw on Political Authority Draw on Cultural Knowledge
http://www.youtube.com/watch?v=2JnYcuRW_qo The End. All this talk about
is making me thirsty... Do the Dew!! Ritual Action - Easily recognisable
- Core customers live by these brands, love these brands
- “...marketers regard with awe..”
- “...maintain a firm hold in the marketplace for many years” Myth making creates icons Icons provide myths in a tangible form. People as icons