How Marketing Turns Products into Icons: The Power of Perception
Rolex, Apple, De Beers, Absolut Vodka, multibillion-pound powerhouses. With virtually limitless marketing budgets, the possibilities are endless. These brands are prime examples of iconic brand marketing at its finest.
However, not all brands achieve this level of success. Powerful copywriters and marketing strategists play a crucial role in transforming a brand into an ‘icon’ alongside the obvious factor of product quality. We’re referring, of course, to luxury or semi-luxury brands that evoke aspiration. But what truly makes them aspirational? Is it simply the price tag reflecting market demand, or is it the result of decades of marketing influence?
We understand that if you’re a seasoned marketer in these industries, you’re likely familiar with these legendary stories. However, we want to present these tales in concise and digestible chunks, along with key takeaways. So, how can we, as ordinary mortals, learn from these extraordinary stories
De Beers: How a Slogan Sold an Idea
We’re kick off with the most fabled of Marketing fables and even better was crafted by a women! De Beers’ success is a prime example of iconic brand marketing, showing how a simple slogan can embed a product in culture.
De Beers’ iconic slogan, “A Diamond is Forever,” was coined by Mary Frances Gerety, a copywriter at the N.W. Ayer advertising agency, in 1947. Her brilliant phrase not only captured the eternal nature of love but also revolutionised the diamond industry by embedding the gemstone into the cultural psyche as a timeless symbol of commitment. Before this campaign, diamonds were not the standard for engagement rings; other gemstones or simpler bands were more common.
In fact, on the eve of World War Two, only 10% of engagement rings contained diamonds. By the end of the 20th century, that figure had soared to 80%, thanks to De Beers’ relentless marketing. Through masterful campaigns, including the introduction of the “two months’ salary” guideline in the 1980s, De Beers positioned diamonds as both aspirational and attainable, even during economic uncertainty. This clever strategy tied the ring’s value to personal income, making it feel like a prudent yet romantic investment. Mary Frances Gerety’s slogan, combined with De Beers’ strategic marketing, exemplifies how perception and emotion can elevate a product to iconic status, ensuring its place in culture and commerce for generations.
Apple, Thinking Differently
Apple’s journey from a niche computer company to a global tech giant is one of the most remarkable branding and marketing success stories of modern times. Apple’s rise to fame is often credited to its groundbreaking approach to iconic brand marketing, combining design and emotion.
In the late 1970s and early 1980s, Apple was known primarily among tech enthusiasts. Its early products, such as the Apple I and Apple II, gained traction among hobbyists, but it wasn’t until the launch of the Macintosh in 1984 that Apple truly captured public imagination.
The real turning point came in 2001 with the launch of the iPod, followed by the iTunes Store in 2003. Apple didn’t just market the iPod as a music player, it became a lifestyle symbol. The iconic silhouette adverts, featuring people dancing with white earbuds, were instantly recognisable and positioned Apple as a brand that understood both culture and design. This success was amplified with the launch of the iPhone in 2007, which transformed the smartphone industry and cemented Apple’s status as a household name.
Apple’s marketing strategy has always been defined by simplicity, elegance, and emotional connection. From the Think Different campaign to its minimalist product launches and sleek retail stores, Apple has consistently positioned itself as a premium brand that champions innovation. Its success is a testament to the power of bold marketing, visionary leadership, and a relentless focus on design and user experience.
Absolut Vodka: From Obscurity to Icon
Absolut Vodka’s minimalist bottle and artistic campaigns demonstrate the power of iconic brand marketing to change consumer perception. In the 1970s, Swedish vodka was far from prestigious, it was seen as cheap and unremarkable, especially compared to its Russian and Polish counterparts. At the time, vodka was not a dominant spirit in the U.S. and Swedish vodka, in particular, had no significant presence in the international market. Absolut’s parent company, Vin & Sprit, faced declining sales domestically and needed a bold strategy to break into the competitive American market.
The turning point, however, came with the creation of the now-iconic Absolut bottle, inspired by a vintage pharmacy bottle. In fact, its minimalist, transparent design was a stark contrast to the flashy, ornate bottles of premium spirits at the time. However, the real game-changer was the marketing campaign that followed. Absolut’s launch in the U.S. in 1979 was accompanied by the “Absolut Perfection” campaign, which cleverly showcased the bottle in various artistic and cultural contexts. The ads were witty, visually striking, and often featured the bottle as the central focus, with taglines like “Absolut (City)” or “Absolut (Concept).” This approach not only highlighted the product but also turned the bottle itself into a recognisable symbol of sophistication and creativity.
Collaborations with artists like Andy Warhol, Keith Haring, and Kenny Scharf further elevated Absolut’s status, blending advertising with contemporary art and appealing to a younger, trendier audience. By the 1980s, Absolut had transformed from a relatively unknown, budget-friendly spirit into a premium brand synonymous with style and innovation. The marketing campaign not only redefined Absolut Vodka but also reshaped the entire vodka category, proving that with the right strategy, even a humble product could become a cultural icon.
Rolex, Pioneer of the Brand Ambassador
To flex their superiority over competitors like Rolex, founder Hans Wilsdorf made a significant move. One of the key factors that set Rolex apart was their waterproof timepieces. In 1927, the Rolex Oyster faced a challenge when they discovered that their watches, submerged in large aquariums in department stores like Harrods, weren’t generating as much buzz as they had anticipated.
Determined to make a splash, Rolex decided to take a different approach. They needed something bigger and more attention-grabbing. In 1927, they successfully crossed the English Channel with the Rolex Oyster, carried on the neck of Mercedes Glitze, a remarkable swimmer who completed the challenge in just under 16 hours. The accompanying newspaper advertisements celebrated Mercedes’ triumph alongside Rolex’s capabilities, effectively creating a memorable event that reinforced the brand’s power.
Building on this remarkable success, Rolex continued to support adventurers and explorers throughout the 1950s. Their involvement in the 1953 Everest Expedition, where Edmund Hillary and Tenzing Norgay made history as the first to summit the world’s tallest mountain, further solidified Rolex’s reputation. Naturally, Rolex didn’t hesitate to share this achievement through newspaper advertisements, amplifying its impact.
While Ian Fleming’s decision to have James Bond wear a Rolex wasn’t directly influenced by Wilsdorf, it undoubtedly contributed to Rolex’s popularity, especially when Sean Connery donned a Submariner in the James Bond movies.
Key takeaways
These stories highlight the essential role of iconic brand marketing in creating lasting emotional connections and cultural impact:
- Perception is everything! Products don’t become icons by accident. Strategic storytelling, powerful branding, and cultural positioning shape public perception.
- Emotional connection wins! The most successful brands don’t just sell products; they sell ideas, aspirations, and lifestyles.
- Design matters! Whether it’s Apple’s sleek hardware, Absolut’s minimalist bottle, or De Beers’ timeless diamond imagery, visual identity plays a crucial role in brand recognition.
- Consistency builds legacy! Iconic brands maintain their success by reinforcing their core message over decades, ensuring they remain relevant across generations.
- Culture and creativity elevate brands! Collaborations with artists, clever advertising, and aligning with cultural moments help brands transcend their category and enter the public consciousness.