Question

Topic: Branding

What Is & Creating Iconic Brands?

Posted by Anonymous on 12/30/2004 at 11:10 AM ET 250 Points
It is a big buzz word around the office at the moment: "iconic" brands. But no-one really seems that sure what exectly is one, what makes it iconic versus just "big and popular"? And if it is different, how do you create one???
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RESPONSES

  • Posted on 1/2/2005 at 12:07 PM Accepted
    The article cited by Colleen (by Douglas Holt) was really interesting. If you haven't read it, it's worth the time/effort.

    As for how you create an iconic brand, I think it's a matter of doing all the right things to build a brand franchise, and having the stars aligned right at the same time. Of course the product has to be right and well positioned. It has to meet an important consumer need. Etc. Etc.

    There is probably nothing specific you can do to ensure that your brand becomes an icon, not just a successful brand. It happens when the benefit promise somehow strikes a nerve among a large audience.
  • Posted by ReadCopy on 1/2/2005 at 4:33 PM Accepted
    I agree with everything said, I guess the only point missing is the term "Timebound", in that an Iconic brand of the 80's may not be an Iconic brand in the 90's or 'noughties'.
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