Douglas B. Holt

HARD

Book about cultural branding. Holt says that companies should brand themselves by tapping into things that concern mass culture and create myths associated with their brands. He goes on to give som examples. An entertaining read, but I am not convinced that his concept of 'culture' will stand for closer scrutiny. Also, how to find out what anxieties and what not that people harbour in a world that is more and more fragmented? This book raises a lot of questions and leaves them unanswered.