Grabiner Hall Marketing Matters

If taken to heart, it can propel you to the next level of business – give you the courage to step forward, say what you mean, go against common thinking and actions.

I know how it feels — and when you let yourself move forward (even when it’s scary) great things happen.

There are four key elements to creating iconic brands (Holt 2004): 1. “Necessary conditions” - The performance of the product must at least be ok preferably with a reputation of having good quality. 2. “Myth-making” - A meaningful story-telling fabricated by cultural “insiders”. These must be seen as legitimate and respected by consumers for stories to be accepted. 3. “Cultural contradictions” - Some kind of mismatch between prevailing ideology and emergent undercurrents in society. In other words a difference with the way consumers are and how they some times wish they were. 4. “The cultural brand management process” - Actively engaging in the myth-making process making sure the brand maintains its position as an icon.