![]() They are powerful because they deliver myths to us in a tangible form, thereby making them more accessible. They provide ideals to live by, and they work to resolve life’s most vexing questions. Simple stories with compelling characters and resonant plots, myths help us make sense of the world. ![]() As we’ll see, even a seemingly unremarkable product like Mountain Dew-water, sugar, green dye, and carbonation-can take on iconic power and keep it. The underlying principles I discovered were consistent across these brands. I’ve researched many of the most successful American iconic brands of the past four decades to discover how they were created and how they have been sustained. Myth making isn’t the sort of skill a marketer acquires in the course of hawking cornflakes. Their impressive market power is based on a kind of customer value we don’t think about very often: Icons are valued because, through them, people get to experience powerful myths. And it’s the only form of competition that yields icons. Here, the name of the game is symbolism: The strategic focus is on what the brand stands for, not how the brand performs. It’s a form of competition that is particularly fierce in what marketers refer to as “lifestyle” categories, such as food, clothing, alcohol, and automobiles. In essence, they compete for culture share. Rather, they succeed because they forge a deep connection with the culture. These brands win competitive battles not because they deliver distinctive benefits, trustworthy service, or innovative technologies (though they may provide all of these). Few marketers, however, have any notion of how to turn their brands into icons, and that’s because icons are built according to principles entirely different from those of conventional marketing. Revered by their core customers, they have the power to maintain a firm hold in the marketplace for many years. ![]() Think of Nike, Harley-Davidson, Apple, Absolut, Volkswagen-they’re the brands every marketer regards with awe. Keep an eye out for new women’s styles and sizes! Ladies deserve a little slack too.Some brands become icons. ![]() Slacker is available in sizes S –XL, with new colors and styles coming soon. Kato wouldn’t leave you hanging…Īnd as Kato puts it “… Cheetos, Fritos and Doritos, if it ends in O, you should be wearing Slacker by Kato!” Who is Slacker Wear For?Įveryone! Being a “Slacker†never looked so good. Pant styles include plenty of practical pockets for snacks, the remote, a phone, or any other couch supplies. Slacker’s got it. While some young celebs are running around in $500 sweatpants, Kato’s Slacker Wear is offering everyone the opportunity to “Embrace UR Inner Slacker†with comfortable, attractive, and affordable loungewear for all your “I’m just chillin’ on the couch needs”. Men’s fashion today is all about comfort, comedy, and cost. No woman wants her Slacker lounging on the couch in boxers or less, but every guy wants to be comfortable… Now you can put on some “Slacker†and watch the game, snuggle up for movie night, or even veg out to cartoons if that’s your thing. He combines humor and interest in fashion to create a line that is perfect for any occasion, and any guy. Kato is hands on with everything from fabric and design details to fit and branding materials. Kato’s SLACKER lounge wear is comfortable, stylish, and affordable, because everyone deserves a little slack sometimes.  Kato has embraced the “Slacker†persona the media gave him, and with the help of longtime friend Rhonda Shear, created SLACKER wear. But he’s been anything but a couch potato. “It’s hard work being a slacker!” and no one knows that better than “ America’s favorite houseguest,” Kato Kaelin.
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