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What becomes an icon most / Douglas B. Holt

By: Material type: TextTextLanguage: English Publication details: Harvard Business Review 2003ISBN:
  • 0017-8012
Subject(s): Online resources: Summary: This article discusses how some brands become icons, having the power to maintain a hold on the marketplace for many years. The most successful brands create myths, most often in the U.S. by creating an intimate and credible relationship with the desire of Americans to be rebels.
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This article discusses how some brands become icons, having the power to maintain a hold on the marketplace for many years. The most successful brands create myths, most often in the U.S. by creating an intimate and credible relationship with the desire of Americans to be rebels.

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