Posts from 2nd February 2007

Feb 07

THE NEW SEEKERS – “I’d Like To Teach The World To Sing”

FT + Popular50 comments • 9,805 views

#308, 8th January 1972


In his book How Brands Become Icons, marketing expert Douglas Holt lays out his theory of brands that transcend simple commercial strength and assume a role as cultural icons. Coca-Cola is one of his examples. He theorises that whereas standard branding plans involve continuous restatement of a set of brand values, the iconic brand relies more on a series of dramatic performances that address and resolve existing cultural contradictions, cementing the brand’s position at the heart of the zeitgeist. Most of his examples involve adverts in which, for instance, black people and white people are nice to one another.


I Was A Top Hat

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From Marketing magazine (the source of 75% of my posts) comes news that Hasbro are doing some aggressive promotion of Monopoly. We can expect, in increasing order of futility: