ESCP Europe

Stories of iconic brands like Coca-Cola, Harley-Davidson, and Volkswagen have become part of marketing lore but the author argues that these widely circulated stories miss the mark. Based on an extensive examination of the historical records of legendary iconic brands, he presents an entirely different model that will have significant implications for branding strategy. He demonstrates that brands become icons not by highlighting unique features and benefits, but by staking out a provocative and valued position in the national culture.