What makes an iconic brand?

Brands are an accepted part of our daily lives. But some brands seem to transcend their product or service categories to become part of the popular culture.

What Makes an Iconic Brand?

Nigel Hollis

In today's world, brands are everywhere, a familiar part of daily life for most people. But a few brands, such as Coca-Cola, Nike, and McDonald's, have set themselves apart. These brands have come to represent something more than a product or service. They are embedded in our culture and our consciousness. They are icons.

Iconic brands inspire an enduring form of affection that any marketer would want for his brand. But iconic status, which has traditionally been built over decades, is enjoyed by relatively few brands. What can we learn from these brand...

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