Alternative marketing thinking


Banks to Icons. How.

In the present day where brands pursue to be seen as “One Big Idea”, banks aren’t too far away in starting a communication exercise to be seen as brands, and then attempt to become icons. Recently, we saw the example of Nedbank who became synonymous with the idea of being a bank that really gave power to its people after their much celebrated outdoor communication Douglas B. Holt talks about how brands become icons in his new book. He says that the brands that attain the status of icons in consumer society operate at the cultural level. And more than merely reflecting people and the times in which they live, iconic brands offer myths that help resolve the contradictions of society; they’re channels for expressing desire and relieving anxiety. Read the entire article here.


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