Brand Expert Doug Holt on The Advertising Show

Are brands losing their identities? Hear Douglas Holt, author of “How Brands Become Icons,” discuss his in-depth research findings on iconic brands in society and his new cultural approach to branding. He argues that conventional brand strategies are flawed because they fail to address what makes brands powerful anchors of consumer identities. According to Doug, brands become icons when their communications address social tensions of national significance. In addition to being a noted author, Doug is the L’Oréal Professor of Marketing at the University of Oxford's Saïd Business School. Before moving to Oxford in 2004, he was a Harvard Business School professor and had worked as a brand manager for the Clorox Company and Dole Packaged Foods.
You can tune in Saturday 8-10 p.m. CET (2-4 p.m. EST) to theadvertisingshow.com for the live webcast. Or check out the commercial free archives.