How Brands Become Icons: The Principles of Cultural Branding

Tony Adams

Journal of Advertising Research, 2005, vol. 45, issue 2, 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.

Date: 2005
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