18 Brands as Symbols
The best brands tend to symbolize something in a culture beyond the specific, pragmatic offer. In rare cases, brands themselves have risen to the level of becoming cultural icons.
When people buy bags prominently displaying the logo of a shoe company, get a tattoo of a computer company logo, or write a song about a car company, you know these brands symbolize something beyond shoes, computers, or cars. When a brand authentically connects itself to an idea that resonates with audiences—health, education, community, etc.—the brand symbolizes more than a business value proposition. Brands that are as much about belonging as they are about buying tend to build the greatest value over time.
Photo: Terry Johnston
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