added by Mike Renaud and ยท updated 2y ago
The Mythology of Totemic Brands
How To Create A Brand Mythology
Peter Spear and added
- To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural a... See more
from Branding as Cultural Activism by Douglas Holt
Mike Renaud and added