The second edition of Ads to Icons examines current and future trends in advertising. Through 50 updated international case studies of new and iconic advertising campaigns, author Paul Springer identifies why they were successful and analyses their contribution to the continued development of advertising. New digital formats analysed include Google's AdSense and AdWords, which reworked their search facility as a revenue-generating advertising service. The growing potential of the Internet as an advertising vehicle is illustrated. This updated new edition includes an online campaign entitled Non Stop Fernando, a campaign that exploits the potential of online film. It also features the new Nike+ case study, which details Nike's third party association with Apple iPod through Nike+ and brought together Apple's digital know-how and music expertise with Nike's industry sector experience. The author shows how traditional media have been revitalised by the adoption of revolutionary approaches to their use, making the resulting adverts more creative and impactful than before. Other campaigns have extended beyond conventional formats, including the first personal SMS text messaging campaign for Cadbury chocolate and Levi's creation of a brand character, Flat Eric, to drive viral communication before the television commercials aired. Finally, the impact on the structure of agencies and job functions is discussed, illustrated by profiles of industry professionals.

From Mr. Clean to Mr. Bubble, from the wholesome Quaker Oats Man to the mischievous Trix Rabbit, advertising characters are as much a part of twentieth-century Amercia as the familiar products they symbolize. Illustrated with vivid, full-color photographs, and accompanied by a fascinating text, this fanciful volume offers an entertaining look at the history and design of these pop culture icons, with their timeless appeal for consumers of all ages.

Gathers advertisements for American automobiles manufactured during the 1950s and briefly describes developments in the auto industry during the decade.

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.