TALL TALES
What do Hillbillies, Bohemians, and Cowboys have in common? No, not poor hygiene. But rather, they are national myths driving the success of iconic brands such as Mountain Dew, Volkswagen, and Marlboro. Some brands become successful because they are safe, others for product superiority. Iconic brands, however, are powerful symbols through which we interpret the world. They operate through cultural meanings and myths, helping individuals define themselves and their place in society. From an iconic branding perspective, you are not just what you eat, but what you wear, drive, smell, inhabit, watch...
