1. Map the cultural orthodoxy. In cultural branding, the brand promotes an innovative ideology that breaks with category conventions. To do that, it first needs to identify which conventions to leapfrog— what I call the cultural orthodoxy. America’ s industrial food ideology was invented in the early 20th century by food-marketing companies. Americans had come to believe that, through dazzling scientific discoveries( margarine, instant coffee, Tang) and standardized production processes, big companies, overseen by the Food and Drug Administration, would ensure bountiful, healthful, and tasty food. Those assumptions have undergirded the fast food category since McDonald’ s took off in the 1960s.
2. Locate the cultural opportunity. As time passes, disruptions in society cause an orthodoxy to lose traction. Consumers begin searching for alternatives, which opens up an opportunity for innovative brands to push forward a new ideology in their categories.
How Cultural Branding Builds Icons
Iconic brands are cultural innovators: They leapfrog the conventions of their categories to champion new ideologies that are meaningful to customers.
As a result, they enjoy intense customer loyalty and superior sales and profits, and garner loads of free media coverage. In business, few achievements are more
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