Holt wants to introduce a new variable in the constrution of brands.
His article basically talks about placing Society in the brand identity mix – how brands should be constructed in the cultural context of the society as a whole (past, present and future) in which the consumer lives; as a cultural value, rather than a snapshot of the insight of a separated target group alone . This is because actual branding does all right understanding individuals and their necessities, but not so much their cultural context.
More on his book: How Brands Become Icons: The Principles of Cultural Branding
This is an extract:
- “Cultural knowledge focuses on the major social changes impacting the nation, rather than on clusters of individuals.
- Cultural knowledge examines the role of major social categories of class, gender, and ethnicity in identity construction rather than obscuring these categories by sorting people into “psychographic” groups.
- Cultural knowledge views the brand as a historical actor in society.
- Cultural knowledge views people holistically, seeking to understand what gives their lives meaning, rather than as customers of category benefits.
- Cultural knowledge seeks to understand the identity value of mass culture texts, rather than treating mass culture simply as trends and entertainment.”