The characteristics of an iconic brand
One thing I'd argue is that you don't have to be famous globally
to be iconic. For example, while Egg was voted one of the top 10
internet brands in the world in 1999, my businesses have been
famous with consumers only in the UK, albeit their influence on
their industries was global.
Further to that, I'd suggest that to be iconic you have to:
- have a purpose beyond money - a cause to which others can
rally
- provide a brand experience that stands out from the crowd and
gives emotional as well as rational benefits
- be a symbol of excellence to which others aspire
- have admirers, and you often have detractors (iconic brands
polarise people!)
The most iconic brands of all time have all of that and more:
they are famous with consumers globally, instantly recognisable and
somehow a shining, technicolor representation of their time.
With that in mind, my personal selection of the top 20
iconic brands, started with Apple and ended with Virgin.
To see what came in between - take a look at the complete article.
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