What we can learn from iconic brands

The process by which brands become iconic is more often accidental than designed, says Nigel Hollis, Millward Brown's chief global analyst.

What we can learn from iconic brands

Nigel Hollis

In today's complex and busy world, brand names are everywhere—plastered all over websites, inside subway cars, on the sides of buses, and even in public toilets. But most of the time, even though they're accepted as part of the scenery, these brand names don't signify much to those who observe them.

Yet among the mindless white noise of modern marketing, a few brands stand out from the crowd. Admired and packed with meaning, these truly iconic brands inspire passion and fierce loyalty among their customers. They represent the gold standard of...

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