Title: From mind share to culture share
Description: Brands that become cultural icons are guided by principles diametrically opposed to conventional wisdom in marketing. These principles are today unknown to managers because they are ensconced in what I call the mind share model of branding. Mind share abstracts from culture and history, leading to brands that have little relevance in the culture. I use a case study of Snapples' rise to iconic stature in the early Nineties to demonstrate the fundamental culture share principles that are required to build icons. I developed these principles by conducting brand genealogies of many of the most powerful icons of postwar American history. I argue that, to create cultural value, brand strategies must be grounded in history and culture rather than abstracted exercises in defining essences and personalities.
Subjects: Brand loyalty, Fruit juice industry, Case studies