Opinion
Icons that stick
What ingredients make a brand iconic , and is achieving iconic status realistic in today ’ s market ?
BY CRAIG MATTHEWS
What makes a brand iconic ? Experts will tell you that to be iconic , you need an unforgettable logo and story . Your business needs to have something special about it – not just in the products or services it offers , but also its tone of voice for connecting with customers on all levels ; consistency in messaging across channels is also essential if you want people to remember who you really are ! But there is one thing above all else that makes a brand truly iconic … time !
It ’ s not just about what you create or how well-known your brand may be , but also its passage of time and its ability to tell beautiful stories with each new generation born into this world .
The beauty behind true cultural icons isn ’ t only built through their longevity ; it comes down through generations , having been passed on and shared time and time again .
So , what are the contributing factors working against today ’ s brands ?
You don ’ t have decades When we look at iconic brands , it becomes obvious that the luxury of time allowed them to connect and build their brand stories . In some cases , these iconic brands are more than 100 years old , but what is even more important than their longevity is their timing .
If you look at every iconic brand you can name , you will notice they were all launched well before the introduction of the internet .
As an example , Coca-Cola launched in 1892 , Pepsi in 1898 and Kellogg ’ s in 1906 and the list goes on ! And while these are some major players , it ’ s important not to forget about Vegemite ( 1922 ) or Arnott ’ s ( 1864 ), who helped lay down Australian traditions as we know them today .
You can ’ t underestimate the power of iconic brands . They have not only been graced with being front-of-mind long before online marketing , but they were afforded enough time to establish themselves without interruption too .
Consumers are spoilt for choice With the introduction of the internet , launching a brand into the market has become considerably easier and consumers now have more choice . This is great for innovation in both products as well as categories , giving rise to new innovations every day .
However , for every positive trend there is a negative and in this case it ’ s easier access for consumers . They have become so insatiable for new products they can never be satisfied with what ’ s already out there any more .
Coca-Cola launched with one SKU ( stock keeping unit ) in 1892 , and it took them 68 years to add another SKU ( Fanta ). What does this tell us about branding in today ’ s market ?
In a world where iconic brands need