Lecture 4 - Building iconic brands through cultural branding Flashcards
Define an iconic brand.
OXFORD DICTIONARY
“A representative symbol, especially for a culture or a movement; … worthy of admiration for respect”
The most powerful symbol of a set of ideas or values that society deems important, icons stake out a provocative ad valued position within a national culture.
What do cultural icons come to stand for?
An identity myth that people use to address identity desires and anxieties.
eg: James Dean as the archetypal rebel - lived out in the film a Rebel Without A Cause.
Where do iconic brands power come from?
Their power is derived from how stories are targeted to the needs of a consumer within a period of time.
eg: Apple, Nike, Budweiser, Harley Davidson.
What are the 6 truths of iconic branding?
HOLT 2004
Iconic brands…
1) Address acute contradictions in society
2) Perform identity myths that address these desires and anxieties.
3) Identity myths reside in the brand, which consumers experience and share via ritualistic action
4) Identity myths are set in populist words
5) Iconic brands perform as activists, leading culture
6) Iconic brands rely on breakthrough performances rather than consistent communications
Explain how ACUTE CONTRADICTIONS occur in society.
When we are stuck between two or more mutually exclusive ideological promises acute contradictions occur. They are caused by social disruptions.
Explain 1980s Budweiser’s acute contradiction.
CONTRADICTION: American consumers want to be men of action but labour market is moving to the service industry. Contradiction between economic realities (working in services) and classical traditional notions of what it is to be an American man (labourer)
Similar to Trump’s America.
In 1981, Ronald Reagan comes into America to bring back a sense of respect and empower people.
As the economy was in a mess it produced long term structural transformations in the labour market.
- Recession meant many were out of work and out of blue collar jobs
- Manufacturing overseas which meant people had what they knew all their lives was not possible.
- Service industry jobs went to men - was seen as feminine.
- Crises in masculinity - men do not deal with change well.
How do iconic brands perform IDENTITY MYTHS to address these desires and anxieties.
HOLT 2004
Identity myths are “simple stories that address cultural anxieties from a far, from imaginary worlds rather than the worlds that consumers regularly encounter in their everyday lives”
Myths stitch contradictions together and smooth over anxieties. Use normal people who exist in the populist world to demonstrate.
Explain an example where a company has used an IDENTITY MYTH to address an acute contradiction.
BUDWEISER
HOLT 2004: 100
“Working men are men of action too, whose talents and spirit are crucial for America’s comeback. Bud salutes these men by painting portraits of their industry and skill, revealing that any jobs matters in building America back-up again”
(i.e. Budweiser tell a myth of ‘Heroic Everyday American Patriotism’)
Budweiser uses Reagan’s battle cry to laud workers for their heroic efforts (regardless of what they did) and exhorted them to approach their jobs with the right values
How did Budweiser physically address their ACUTE CONTRADICTION through their myth in their branding approach.
“This Bud’s For You”
Iconic brands express the first notions of change in society in the concept of branding. They piggyback off societal music.
Late 1970s
The lyrics show the identity myth. No matter what the job is, whether you want to do it, if you work hard and put all of your efforts into whatever you are doing, reward yourself. You are helping reconstruct the nation.
1980s
Nationalism in bud adverts ramped up. Clips with people having children, sports, Bruce Springsteen rock sound track Voicing playing for the team.
Similar to soviet propaganda and Budweiser. Propaganda can be viewed as unethical.
How do identity myths reside in the brand which consumers experience and share via RITUALISTIC ACTION?
HOLT 2004
“The product is simply a conduit through which customers can experience the stories that the brand tells”
Name an example where an identity myth residing in a brand causes consumers to experience and share the brand in ritualistic action.
BUDWEISER
When I am using a particular product, eg a Bud, I am not just using the physical product, I am living as a certain type of person through what I am consuming.
Budweiser makes men believe that by drinking Budweiser they are helping rebuild America and are being rewarded for their work.
How do iconic brands perform as ACTIVISTS LEADING CULTURE?
HOLT 2004
Iconic brands are at the “leading edge of cultural change, they force people to reconsider accepted ideas”
Challenge orthodoxy whilst aligning with identity desires and anxieties.
Name an example of a brand performing as an activist leading culture.
COCA-COLA - Hilltop advert.
HOLT 2004
“A folk song had turning into an anthem for peace, one that placed Coke at the fulrum: I’d Like To Buy The World A Coke”
- Link to John Lennon protesting for peace
Coke as the “elixier of universal harmony”
How do iconic brands rely on BREAKTHROUGH PERFORMANCES rather than consistent communications?
Iconic brands become successful through single moments that break the status quo.
One punchy ad can make a brand iconic.
Name an example where a brand has had a BREAKTHROUGH PERFORMANCE which has enabled it to become iconic.
Apple 1984 superbowl advert.
Showcased capitalism.
