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Building An Iconic BrandStimulus > Idea Generation > Strategic Planning Support

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Contents

Executive SummaryWhat Is An Icon: Social & Cultural Significance Defining The Future & Radical ChangeBuilding An Iconic Brand: Myths, Stories, Storytellers & PrinciplesCase Studies: Apple iPod Austin Mini Coca-Cola Diesel Guinness Harley Davidson NikeIcons For The 20Teens: Opportunity & Change Post Recession Trends: Generosity & Community, Ecology

& Economy, Ethics & Fairness, Escapism & Fun Possible 20Teen IconsFinal ThoughtsCredits & Contacts

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Executive Summary

XXX Opportunity: Unique product with no clear direct competitors – creating a new class/segment Creates an opportunity to build/position/market it as a stand out, iconic brand Icons have strong social-cultural roots, compelling stories & powerful visual cues XXX has/can have all three of the requisite factors Icons tap into emerging desires, challenge accepted thinking & define the future Typically lead/package/simplify/summarise accelerated periods of change Radical change in cultural landscape offers opportunities to develop icons The post recession 2010/teens are likely to see such a period of change Some of the key trends could be seen as relating directly to the XXX Eg: ‘Ecology & economy’, ‘we not me’, ‘ethics & fairness’ & ‘escapism & fun’ Can XXX marcoms connect the product to these facets of the new landscape? This could drive and positioning the XXX as an icon for the 20Teens

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Defining The Future

“Iconic brands follow a unique set of principles. They need to present/behave a different way from other brands and their future depends on knowing and

continuously nurturing their cultural and emotional significance. It is a question of interpreting where

culture is going and tapping into emerging desires – defining the future and paving the way for everyone else

to follow.”Jonathan Ford, Designer & Pearlfisher Co-Founder

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What Makes A Brand Iconic?

Many aspire to build brands that get etched into the culture of society and

become cultural icons – but few achieve this: Marketing alone can not create an icon – but it can make a major contribution Iconicity rarely happens by chance – it has to be carefully planned/executed

Many of the most iconic brands/products share some common characteristics: Brand identity myths Powerful brand stories Involve multiple story tellers

These factors can result in building trend setting brand communities: Collections of active, committed, conscientious and passionate loyalists Represent a form of human association situated within a consumption context Typically there is an intrinsic connection between members A collective sense of difference from others not in the community Often self aware, committed and liberated from traditional barriers (eg geography)

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Myths, Stories & Storytellers

Identity Myths: Every society goes through phases of prosperity and crisis Those that direct/lead via brand stories/activities get etched into the culture Creating an identity for a brand can provide an identity to a whole society

Powerful stories: Iconic brands have resonating stories that touch the lives of consumers Can be brand’s unique history, myth, culture, struggle or an underlying philosophy Stories offer consumers reason to elevate brands beyond functional/utilitarian roles

Multiple story tellers: Dissemination of brand stories through many parts of society is critical Stories told by brands alone are no longer enough (this is true now more than ever) 4 key story tellers: company, the culture industries, intermediaries and consumers Each facilitates and blends the brand/myth/story/identity into fabric of society

Source: Martin Roll – Three Steps To Creating An Iconic Brand

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1950s > Coca-Cola > Socio-Cultural Drivers & Product Stories

Era Trends

Post-War Desire For Positivity

GlobalisationEquality

US DominanceDesire For Americana

Consumer Culture

Product Story/Facts

Happiness, Fun & Enjoyment

Same EverywhereSame For Everyone

US SymbolReflects US Values

Affordable

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1950s > Coca-Cola > Creative

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2000s > Apple iPod > Socio-Cultural Drivers & Product Stories

Era Trends

Complicated TechnologyDesire For The Personal

Mobile LifestylesMass Consumerism

Image ObsessedInvasive Noisy World

Product Story/Facts

Simplicity/MinimalistIndividual/Customisable

Anytime/AnywhereEndless New Models

Design-LedSanctuary/Escape

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2000s > Apple iPod > Creative

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20Teens > Opportunity

Icons emerge as symbols of societal change: Often represent accelerated periods of change in socio-cultural evolution Change periods typically consist of several small connected drivers & trends The change drivers include culture, economics and society trends Iconic brands often relate/enhance/represent a set of these Icons are typically singular simplifications/easy to understand representations Expect an accelerated period of social change in post recession society This creates an opportunity for a brand that can successfully lead/direct

Brands can/should capitalise on today’s consumer-driven ‘change’ movement: Genuinely addressing and reinventing the rules & norms Recognise terms of connection/communications have been irrevocably inverted Find new ways to talk about relationships both between both B2B and B2C Drive new ways of thinking about this internally and externally