How Brands Become Icons: The Principles of Cultural Branding

Tony Adams

Journal of Advertising Research, 2005, vol. 45, issue 02, pages 282-283

Abstract: How Brands Become Icons: The Principles of Cultural Branding by Douglas B. Holt, Harvard Business School Press, September 2004, ISBN: 1578517745, $29.95, 263 pp.Your reviewer is usually not a big fan of academic business books. But let s dispense with suspense here your reviewer find s Dr. Holt s new book to be a must read for practitioners as well as academics, for new-product marketers as well as advertising folks. Depending on your brand and product category, you very well may want to add a new section to your positioning statement and a new column to your creative brief a cultural brief.

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